Six Definitions that “Innovation” Ain’t

Innovation is the buzzword of buzzwords. But what exactly does it mean? And how are you most apt to achieve it?

Today’s post is by David Cutler, author of The GAME of Innovation (CLICK HERE to get your copy).

Innovation is the buzzword of buzzwords. Job descriptions seek “innovative leadership.” Organizations tout their “innovative culture.” Grants support “innovative solutions.”

But what exactly does this mean? And how are you most apt to achieve it?

Like many terms, innovation carries baggage. It means different things to different people, and common assumptions mislead. To better grasp its implications, consider what innovation is not.

Innovation is not technology.

Innovation is regularly confused as a codeword for technology. For example, cities aspiring to become innovation hubs may focus predominantly on recruiting this sector. Yet not all technology innovates. And only a fraction of creative thought emerges from this field.

While some of the biggest societal disruptions have undoubtedly been catalyzed by tech, the vast majority of this industry is hardly cutting edge. In fact, as the rate of change accelerates, the period during which even revolutionary products can claim innovation diminishes. (First generation iPhones may have rocked the world in 2007, yet a two-year old device today feels grossly inadequate and antiquated.)

Innovation does not describe the majority of activities pursued by even the most radical technology firms. Bookkeeping, logistics, customer service, HR, advertising, and tech support provide essential maintenance. Yet these tasks hardly require continuous reimagination. Existing solutions may already be adequate to outstanding.

Furthermore, technology is hardly the only field known for extraordinary problem-solving capacity. Visionary artists, scientists, marketers, educators, architects, social workers, entrepreneurs, and other creatives are just as likely to fit the bill. Communities concerned with bold thinking will be well-served by facilitating conversation and collaboration incorporating a diversity of perspectives. Doing so is not merely politically correct. It is essential to progress.

Innovation is not imitation.

Many organizations recognize the need to innovate. Despite historic success, unprecedented challenges necessitate feature tweaking or even deep, fundamental change.

For clues on success, a common practice involves studying direct competition. Bars, banks, and beauticians look to parallel entities, considering which principles might be adopted, adapted, or stolen. Doing so provides more than inspiration. It offers permission. “They do this and it seems to work. Maybe we should too!” This kind of idea appropriation may well solve your challenge, at least temporarily.

But innovation is contextual and a far cry from mimicking. In fact, the act of copying success often achieves the opposite. What was once a novel idea quickly becomes the trite, average state of affairs.

True, innovators are known for studying their competition. Much of the time, however, they look for pointers on what NOT to do. While the masses chase trends like lemmings, these leaders seek a path less travelled.

Innovation is not magic.

To the outsider, breakthrough proposals can feel like sorcery. Poof. Inexplicably, a spellbinding revelation appears. Challenging the status quo, some jaw-dropping vision achieves profound success in ways previously inconceivable. The wizard behind the curtain is heralded for brilliance and supernatural ability.

In truth, innovation—like magic—is not actually magic. It is a skill, akin to any other, that can and must be cultivated. Over time, creative communities compile a toolbox of tricks, protocols, and strategies that amplify their chance for success. Said another way, innovators have chops.

Innovation is not anarchy.

People often come to believe that innovation is a free-for-all. They suppose creative solutions are most likely to emerge when thinking is unburdened by constraints. The key is taking off the shackles, allowing imaginations to roam freely (like my kids after bedtime. . .).

While well intentioned, this couldn’t be further from the truth. The road to everywhere leads to surprisingly few destinations. Imagine ordering from a restaurant with a 96-page menu. At first, it feels exhilarating. You could order literally anything. But most of us quickly start experiencing anxiety, even paralysis. With so many options, which one is best? A likely outcome? “Uh, I guess I’ll have the cheeseburger.”

When seeking innovation, it is essential to establish clear, nonnegotiable limiters. The best constraints force problem-solvers to think differently, actively igniting creative impulses. For example, suppose I asked your company to brainstorm strategies for making more money next year. Without restrictions, proposals will likely resemble what you’ve always done. Or they might point to obvious, low-hanging fruit. But if I require that solutions must somehow involve surfing, or fashion trends, or farm animals. . . Now you have an intriguing framework to build around or push against.

Innovation is not anarchy. It requires clear rules, guidelines, and constraints.

Innovation is not everything.

The quantity of mission statements incorporating “innovation” is staggering. It often feels like a federally mandated term. Yet if this word implies everything and everyone, it is reduced to a meaningless piece of fluff.

If you and your organization claim innovation as a goal, resist the temptation of embracing an empty promise. Instead, substantiate this value by pinpointing specific examples of breakthrough achievement.

Innovation is not a big idea.

“Innovation” often references big, juicy, uncommon proposals. And while bold solutions are clearly important, they tell only part of the story.

Innovation requires implementation. Teams must have the discipline and commitment not only to dream, but also to execute. Otherwise you’re stuck with shiny overtures that make no tangible impact whatsoever.

If you and your team desire a better future or different outcome, the time to act is now.

Innovation is extraordinary problem-solving, and bringing the vision to life.

Speaker, consultant, and facilitator David Cutler, author of THE GAME OF INNOVATION: Conquer Challenges | Level Up Your Team | Play to Win, is known for leading immersive “innovation GAMEs.” Cutler is a Distinguished Professor at the University of South Carolina, where he teaches innovation and entrepreneurship.

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