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- O r g a n i z a t i o n a l _ I n n o v a t i o n -

But, what do we mean by innovation and how do we get more of it? Some organizations are acknowledged as "innovative" by virtue of their flow of new products or services (3M, HP, Rubbermaid, Fedex). But a lot of innovation shows up as new distri- bution systems, customer service, marketing, financial services or the food served in the company cafeteria. Perhaps a better definition of organizational innovation would relate to the ability to intentionally change to meet new opportunities.

Innovation: Intended Change

That definition incorporates three primary aspects:

• having a common direction or vision;
• recognizing and deciding on opportunities related to the vision,
• intentionally and effectively moving in a direction to achieve the objective.

The better the organization establishes an environment that supports these activities and the more people within the organization who are following the path, the more innovative it will be in every aspect of its activities.

So the challenges of organizational innovation would seem to be:

1) Developing and communicating a powerful vision to every person within the organization.

2) Creating an environment that welcomes and continuously searches for opportunities -- one with a rich flow of ideas, information and interaction within and without the organization ... among customers, the environment, competitors, suppliers and employees at all levels and functions. This is a risk-tolerant environment that celebrates successes as well as great tries that didn't work. This, also, is a "fair play" environment that shares respect, rewards and responsibilities at all levels.

3) Stimulating effective action on opportunities at the individual, team, group and organization level -- creating a system with enough freedom or "play" in it to allow time for thinking, freedom to tinker around with new stuff, resources for experimenting, effectiveness training opportunities open to all, and a constant incubation of pilot projects ... a constantly evolving learning lab.

Simple as 1-2-3, huh? The theory may be, but the implementation is a different story. However, considering the increasing demands for change and innovation, there's a whole lot of job security waiting for the folks who can figure out how to pull innovation from the complex stew of organizational life.

Joyce Wycoff is the Executive Director of the Innovation Network and can be reached at 805-965-8477 or by e-mail at staff@thinksmart.com.