This is an excellent video of a recent presentation from Stefan Lindegaard in which he discusses how Open Innovation requires purposefully connecting and building the right networks. He points to the leading work by brands such as Lego and Proctor and Gamble who use crowdsourcing and open fluid communications across and outside their businesses to build their innovation successes. As Lindegaard says in this video; “You can’t have a strong innovation culture unless you have a strong networking culture”.
In April I wrote a piece identifying what I call the Collaboration Paradox: whilst senior marketers and CEO’s agree greater internal and external collaborative behaviour is required to reach their innovation goals, research shows that most people and organisations are not equipped to do it. And recently a senior business leader raised a related paradoxical point: whilst more executives than ever are trained in business studies to effectively manage operations, units and teams – why is there a worrying lack of creativity, customer focus, innovation and entrepreneurship?
Albert Einstein once said ‘not everything that counts can be counted and not everything that can be counted – counts’. In other words, we are in danger of spending a lot of time measuring and analysing what is not important – whilst ignoring what truly is. The marketing, innovation and sales business is not immune. A great quantity of noise, reports, feeds, briefing, planning – and meetings. Lots of meetings. Yet whilst we have a surplus of texts, emails and data we often overlook what is in real short supply – purposeful, collaborative, open and focused – business conversation.
“You have to learn that you make better decisions through collaboration.” John Chambers, CEO and Chairman CISCO. He leads a global technology business with a $40 Billion turnover and his career spans Wang Laboratories and IBM too. But he is now focusing on building better business – through smarter collaboration
The CollaborativeEdge Programme focuses upon sharpening the key relationship skills so critical to the success of innovation and business development projects. It’s a one-day Programme, ideal for marketing, sales, innovation and business development teams – and any executive or team responsible for managing high value strategic relationships.
Cap Gemini recently reported that over 80% of CEO’s they surveyed identified idea sharing as the single most important element of innovation – and yet only 16% said they had the right culture to do it. And General Electric’s (GE) survey of top global marketers revealed that whilst 86% of them agreed that partnerships were the most important element of innovation – only 21% were able to build them. We call this ‘The Collaborative Paradox’: there is an increasing demand for innovation, which is driven by smarter relationships – but due to a lack of internal and external collaboration skills, there is often a failure to innovate.