Would it make any sense for a world-class athlete to starve himself before a major competition? Of course not.
And yet many companies do just that. Here’s a little secret − You can cut costs to zero, you can innovate to infinity.
Mr. Brands provides a convincing argument for innovation and gives us practical steps to build an innovation program. The cornerstone of his program is 10 rules of innovation that bring order to chaos. Let’s take a look at two of those rules:
In addition to a training program, if your team lacks an executive with innovation experience, you may want to bring someone on board to coach your company and eliminate speed bumps. Without leadership, you’d be surprised at how fast common sense turns to nonsense.
To determine where your company needs improvement, Mr. Brands' offers a short innovation audit.
The author has experience with the creative process and makes the point that creativity flourishes when it is constrained by structure. This is true whether you’re creating a musical score, screenplay or new product.
For idea management, Robert’s advice is think fast. Validate your ideas through rapid prototypes. Think in terms of completing the prototype in days instead of weeks or months.
There are many more concepts in the book (including managing intellectual property) that will fuel white-hot innovation. And that’s key because like the Olympics, when the flame of innovation goes out at a company, the games are over.