When most people talk about innovation, it typically is always in the context of technology and very focused on doing something unique.
Business innovation encompasses a lot more than technology. It includes an organization’s process for introducing new ideas, workflows, methodologies, services or products.
Building unique products should never be the goal of having an innovative culture in any organization. Your solution must do something that your market wants in a way that matters most to them. That should be your focus.
Some organizations push the same products with an innovative go-to-market strategy that creates a win for them. Some products simply win in market not because it is unique but based upon amazing customer service. The list goes on…
A holistic view on creating that innovative culture across your organization will serve you much better than a focus on trying to doing something the market has never seen just for the sake of innovation. It can be unique all day long and not mean a thing to your addressable market.
Do not abandon the crucial fact that your are solving for customer needs in your bid to be innovative. Invest in building that innovative mindset and culture across all aspects of your organization and not just technology. Innovation is more about solving for the needs of your market across all lines of service than it is about building something unique.
