Marketing departments, by their very nature, are populated by some very creative people. Ideas are the stock-in-trade and there is a process for taking those ideas from birth through to fruition.
The same is true in R&D, but what about other parts of the company — the accounts department, or HR, for example – and what about partners and suppliers, don’t they too have great ideas and shouldn’t they be heard?
The fact is that organisations can tap into a battalion of potential innovators.
Ideas can come from multiple sources, but first they need to be sourced effectively, then they need to be assessed and then managed.
Arthur C. Clarke once said: “New ideas pass through three periods: 1) It can’t be done. 2) It probably can be done, but it’s not worth doing. 3) I knew it was a good idea all along!”
This demonstrates at least two of the challenges in getting ideas up and running, but even if the process is punctuated, the end result is likely to be worth it.
Ideas are important. What company doesn’t want to be innovative and forward thinking?
However, sometimes the rush to innovate ignores broader company objectives such as growth plans and brand strategies. Innovation tends not to work successfully if it is viewed in isolation or constrained into a single business function.
The other temptation is to source ideas from a limited range of employees – the leadership team or marketing department, for example – but whilst they can build a culture of innovation and set tangible, actionable next steps, this approach fails to take in the value of engaging with all stakeholders.
take in the value of engaging with all stakeholders
One of our clients is a large, international car rental firm with 30,000 employees. The challenge for them was that although they had a culture of innovation, it was only within one strata of the company.
The people who most frequently dealt with their customers were not the people being asked to come up with ideas, so solutions were being created but not necessarily to solve the right problems.
Read the full article at MarketingTechNews