Innovation strategy is the lifeblood of business. It provides the spark that drives progress, pushes boundaries, and lays the foundation for future success. But too often, companies mistake the trees for the forest, focusing more on winning battles instead of the larger war. In this article, we will explore the prevailing theme of innovation and urge businesses to adopt a broader view, understanding the crucial difference between winning isolated battles and fighting a protracted war.
The Common Missteps in Innovation Strategy
The common misstep in disruptive innovation is a trap that many companies fall into. In their pursuit of innovation, they become absorbed in individual projects, pouring all their energy into ensuring smooth execution and achieving specific milestones. The focus becomes solely on crossing the finish line and celebrating the success of a single project. While it’s important to have well-executed projects, this narrow focus often leads to a critical oversight—the bigger picture. Companies can become so fixated on individual victories that they lose sight of the larger war they are fighting. As a result, the innovations they develop, while flawless in execution, fail to make a significant impact on the business or the industry as a whole. The problem lies in the fact that these isolated victories are too small in scope or lack the necessary punch to drive meaningful change. They may not align with the core purpose and goals of the business, ultimately falling short of creating a transformative impact. Winning a few battles might provide a temporary sense of accomplishment, but it does not guarantee victory in the larger war of innovation. To overcome this misstep, companies must shift their perspective and adopt a broader view of innovation activities. It’s not about individual projects or isolated wins; it’s about the cumulative effect of all their efforts. Successful innovation should be seen as a continuous journey towards a transformative goal, rather than a series of independent projects.The Need for a Paradigm Shift
To truly understand the importance of winning the innovation war, we can draw inspiration from non-profit organizations and their concept of the “theory of change.” Unlike companies solely focused on executing projects, these organizations prioritize the ultimate impact they aim to achieve. They recognize that it’s not about isolated wins; it’s about a collection of efforts aimed at a singular, overarching objective. Consider the example of an organization dedicated to addressing the issue of homelessness. Their theory of change goes beyond building a single shelter or providing temporary relief. It encompasses a comprehensive approach that involves various projects and initiatives aimed at breaking the cycle of homelessness, including job training programs, affordable housing initiatives, and community support networks. Each project, regardless of its size, contributes to the organization’s larger goal of eradicating homelessness. Similar to the moon landing, which was not the result of a single project but an accumulation of multiple successful ventures, companies must view common innovation as a cumulative effort. Each project, each innovation, should contribute towards achieving the grand ambition. It’s not about winning a single battle but about progressing towards the big hairy audacious goal of transformation.“Innovation is all about winning the war and not the battle…We’re doing it to make products, businesses that matter. We’re doing it to make a difference.” Leonard