Most organizations use some model of an innovation funnel to deliver concepts to life. It begins with plenty of concepts on the entrance finish after which launches no matter survives all the way in which to the again finish.
But this Darwinian technique of bringing concepts to life doesn’t essentially result in survival of the fittest concepts. If we’re not cautious, the innovation funnel results in survival of the most secure concepts.
Organizations are good at recognizing dangers. In an effort to enhance success charges, organizations are likely to put sharper tooth within the funnel.
As concepts run the organizational gauntlet, they will get pruned, sheared, formed, and watered down past recognition. On the way in which, they will lose the essence of the thought. They might lose their level of distinction and motive for being.
A various group can polish an concept and make it stronger. Silo pondering can sand the sides and make the thought weaker.
The trail of least resistance is to play it protected. However enjoying it protected might be dangerous — resulting in “me to” merchandise, undifferentiated knock-offs, and extra of the identical.
We will’t break by the muddle by including to it.
Listed below are a number of associated cartoons I’ve drawn through the years (beginning with one of many very first cartoons I drew, again in 2002):
“If advertising and marketing stored a diary, this might be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
