Innovation is the key deliverer of competitive advantage
People do business with people. Fact. And when the transaction is with an organisation, we humanise it and view the organisation as a single human entity, which stands or falls on its actions. Skating around the edges of understanding this concept, businesses have responded with customer care programmes that promise to help customers along life?s pathway, or to be with them in their time of need.
But these approaches are meaningless if the entire organisation isn?t pulling in the same direction. Add this to the increasingly homogenous world in which every business accesses the same technology and materials, and it?s easy to see how competitive advantage has moved from ?what you do? to ?how you do it?. In effect, growth and competitive advantage now require organisations to move away from existing business models towards the cultivation of new, more engaging approaches.
This means turning the traditional approach to business on its head, moving away from a culture of immediate profit and towards an innovation culture that focuses on people and purpose. This encourages customers to buy into the organisation and its values, which delivers an experience that is worth just as much as the product. For CEOs and leadership teams this means understanding the drivers and inhibitors of innovation and how they align with positive organisational culture.
Not rocket science
As with any organisational culture change the transition towards an innovation culture needs to be structured and inclusive. Cris Beswick, a leading strategic advisor on innovation, believes that embedding an innovation culture ?is not rocket science?, as long as businesses take a holistic and defined pathway towards it. Beswick recommends a structured approach which flows from innovation strategy through innovation leadership and onwards to building an innovation culture, until the organisation is finally geared up to develop sustainable innovation capability.
This approach allows CEOs and leadership teams to create the innovation vision, to align it to corporate strategy and to give it a clear purpose. Building an innovation culture then requires leaders to be clear on the behaviours required of them; to embrace the move away from traditional management and towards a more entrepreneurial style of operating. Finally, it means building a culture that pulls innovation from every corner of the organisation, from every employee, from every level. Only then can organisations move on to be innovation leaders who turn powerful ideas into commercially viable improvements, products, services or experiences quickly and consistently.
Innovation is the key deliverer of 21st century competitive advantage. And while innovation has moved from being the preserve of a few, Beswick is quick to point out that building a culture of innovation doesn?t mean changing every process ? but it does mean trying to do everything exceptionally well. He believes that ?innovation is a by-product of being exceptional? and that when organisations make that their mantra, they transform themselves into organisations with which people want to do business.
For further insight into this current strategic challenge, get in touch and talk to us about our exclusive Innovation Leadership Breakfasts.
Source: http://business-reporter.co.uk/2013/07/driving-business-innovation-its-all-about-culture/
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