The 5 Innovative " I "s

The 5 Innovative " I "s

Recently I have been the victim of several people throwing around the word "Innovation". Recruiters love to market candidates that have the word "Innovation" on their CV, employers love to hire people that can "INNOVATE"! People love to tell others that their primary role in a business is "Innovation". One of my new favourite things to do is to ask said people questions such as "so what exactly do you innovate?" or "What area of the business is of primary interest to you with regards to innovation"?

The issue now days is that many people have a bit of a misconception of what exactly innovation is. I have heard many people say that because they have had an idea, they are innovating. Sure, idea generation is part of the innovation process, but its just a mere step in the direction of innovation. Please note: "The Innovation Process", which is very key to this particular post.

In my humble opinion; Innovation is a process by which an idea is transformed into something tangible and meaningful, which in turn will benefit a particular entity.

Part of the translation of the word "Innovation", by www.businessdictionary.com is "The process of translating an idea or invention into a good or service that creates value or for which customers will pay." I know this  is more focused directly at the customer, and the benefit described here is payment, regardless, it still slots into my definition.

So how exactly does one go about this process? How does one complete the innovation cycle in order to tell their boss, colleague, friend or recruiter that they successfully provide an innovation service to their business or customer?

1. Firstly, you need an IDEA....

An idea generally stems from intent. An idea is a thought that is formulated from the intent to achieve something. I need to drink some water!... Why? Because I'm thirsty and I would like to quench my thirst. From a practical point of view; Lets Implement Mobile Dynamics CRM!... Why? Because our sales staff are on the road all day and they would like to view data from multiple devices, anywhere in the world. An idea can stem from any sort of intent, however, it does not mean that the innovation cycle is complete.


2. Secondly, I need to INITIATE my idea....

Like any great plan, process and masterpiece, nothing starts without some sort of initiation. Your idea needs to be initiated. How do you get this concept formalised?? If you think about it, you have a great idea, but you don't want it to become some sort of pipe dream. Maybe the best place to initiate your idea would be on paper, or an email to your superior. Now, I wouldn't email my superior regarding the purchase of a bottle of water, however, I definitely would like them to know that my idea is to get all of our sales team working on Mobile Dynamics CRM so that they have easy access to information. In this case the innovation initiation process is less formal. Maybe your company has a more formal "Idea Management" process where ideas are actually scrutinised and managed.

3. Thirdly, I need to start INVESTIGATE

Considering I get the thumbs up to start investigating this idea that I have had, I can start my research. Sometimes steps 2 and 3 may be swapped around, all depending on how formal your business process. To purchase my beverage, I need to figure out which is the closest shop with the best price. I also need to make sure they have stock and that the product hasn't expired. With regards to my Dynamics CRM mobile implementation, I need to research the best vendor, the best product, the best price and the location of the consultants. I also need to make sure that the product I have selected really caters for the needs of the sales team. I note all of this information down as I go through the investigation process and I present it back to the business sponsor or team.

4. Fourthly, I will INVENT & IMPLEMENT

Great, all my investigations are complete and I can finally go and purchase my product. I walk to the closest corner shop and purchase my bottled water, which I got for a really great price :) Unfortunately, picking a software product & vendor isn't always that easy. Once you have decided on the right product & supplier, the product can then be implemented and your idea has turned into something that is tangible. The sales and management team are now able to physically see that there is a mobile CRM interface on the sales teams mobile devices that is being used. If it is not as simple as product purchase then I will need to apply an INVENT phase before this where a product can be changed and formed according to my needs.

5 Finally, I need to INSTRUCT

After my implementation is complete I need to instruct on what to do, how to use and what's next. This would involve me thoroughly enjoying my beverage, and hopefully, not needing to read the instructions regarding how to open the bottle. Similarly, I would need to instruct the sales team regarding successful use and benefit from the mobile CRM platform that has just been implemented. I would also need to monitor and gauge the return on investment to make sure that this particular innovation cycle is successful.

These 5 steps conclude a full cycle that can be classed as proper innovation. This innovation may be focused to benefit your internal team or your customer base. Regardless, the idea will still go through the same process.

In the case described above, the implementation of a mobile CRM platform would help the sales team in multiple ways. The intent was there, the idea was generated and it was progressed through the Innovation process to the instruction phase.