Three Reasons Why Your Innovation Efforts Are Failing
Zoe Aitken (lead image) is the head of consulting at behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. Here’s Aitken’s top tips for when your innovation ideas turn from fab to flop…
Innovation programs are often unsuccessful. Even though the intent is there, many organisations have unrealistic expectations about what is required to become truly innovation centric. Often, the initial impetus is driven by the leadership team, who have identified innovation as a key strategic pillar or organisational value. And so, the program starts out with great gusto and a lot of hype, however gradually it begins to lose momentum. The team loses motivation as they are not seeing immediate results, and leaders struggle to demonstrate early ROI. And so, resources are reallocated, and innovation ambitions are significantly scaled back. Sound familiar?
Having worked with hundreds of organisations, helping them drive and embed innovation, here are three common mistakes that we often see organisations make when it comes to innovation.
- There are no dedicated innovation resources
While it might seem obvious, you might be surprised by just how many organisations prioritise innovation, but don’t prioritise the resources to make it happen. Employees are expected to magically find additional hours in their day and managers are expected to find additional funds in their already tight budgets.
Making innovation happen requires dedicated people, time, and money. Particularly in the current climate, when employees have never been more time-strapped and ambushed by meetings, finding incremental time to innovate simply won’t happen. The team’s priorities need to be re-examined to carve out time for innovation. And a dedicated innovation fund should also be set up and ring-fenced to ensure it’s not the first thing to go when times get tough.
- Everyone loses patience
Wanting to see immediate innovation results is like going on a diet and expecting all the kilos to drop off in the first two weeks of hard work. They don’t. But we tend to want immediate pay off. However realistically, just like going on a diet, when it comes to innovation, the real changes occur (and importantly are sustained) when it becomes a ‘way of life’.
Innovation is not something that can be checked off a quarterly to-do list before moving onto the next priority. It needs to be embedded, supported, and continually massaged until it percolates across the business and becomes habitual. It requires ongoing, long-term focus and might not start realising returns for the organisation for at least 12 – 18 months. This can be a tough reality when an organisation is resource-stretched and needs to demonstrate immediate ROI.
The trick is to re-evaluate how you measure ROI when it comes to innovation; in the short-term, ROI can be measured on inputs rather than outputs, such as ‘the number of employees trained in innovation’ or ‘the number of new ideas generated’. Focusing on inputs initially, will provide the innovation program with a sense of momentum. And it will also lead to stronger outputs. You just need to be patient.
- Leaders are not on board
It is one thing to say that you are supportive of innovation. But then there is the reality of having to give up budget and your team member’s time to innovate. This is the true test of how dedicated your leaders are to innovation; when they are willing to allocate their resources to make it happen.
To be successful, innovation must be driven from the top. Innovation rarely gains traction in an organisation when it is being driven by a single passionate leader, while everyone else is knee-deep in ‘business as usual’. To be truly innovation-centric, innovation needs to reach all corners of the organisation, which means that all leaders need to be on board and willing to carve out the necessary resources.
To ensure innovation happens in your organisation, there must be realistic expectations about what is required from the outset. Too often we see organisations giving up and failing to achieve innovation impact, because they want all the innovation accolades without the patience and resources to make it happen. Once your leaders are on the same page, and these three home truths have been swallowed, you are well on your way to innovation success.
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.