by Anthony J James (excerpt)
When you run a business, or work for a large organisation, innovation can sometimes set up a dilemma. It can define the future of an company, and lead to growth and profitability, or it can seem like a threat. It can render products, markets and jobs redundant. It can be uncomfortable, and it can compromise profitability.
Innovation – particularly disruptive innovation – involves risk.
So what do you do when charged with communicating the value of innovation to a business? How do you embrace and foster innovation in such a way to reduce market risk, and improve the likelihood of acceptance within a firm, and encourage growth?
While this is something that perpetually occupies my thinking, I know that there is always room for learning about best practice in disruptive innovation. And I wanted to learn from the greatest thinkers on innovation. So I reached out to my networks and to some amazing minds on the subject to see if they would be willing to share their thoughts with me.
Question: What’s the best way you’ve seen of fostering disruptive innovation in a large enterprise?
Brian Solis, Principal Analyst, Altimeter Group:
Over the last three years, I’ve studied the maturity paths of some of the world’s leading brands including Dell, Discover, GM, Harvard, Lego, Metropolitan Museum of Art, Nestlé, Novartis, Sephora, Starbucks, Target, among many others… I consistently found that customer experience (CX) often served as a primary catalyst for driving change with CMOs and CIOs helping them come together to jointly lead common efforts.