Some call it creativity. Some call it innovation. Either way, it doesn’t matter to us. What does matter to AR&D is that we work with each client to make them into what we have come to call an ‘Idea-Rich Organization.’
So, what’s that? It’s an organization that believes strongly in the power of new ideas. It rejects the easy solutions to its challenges. It rejects the expedient. It rejects change without improvement. It rejects the all-too-common copycat character of what passes for innovation and product development. Instead, it understands that innovation best serves both the organization and the audience. It pursues this goal at every opportunity.
We’ve come to believe some important things about the power of new ideas. Five things really, five lessons learned as to why an Idea-Rich Organization will hold a clear advantage over its competition.
Lesson #1
Experience has taught us that the competitive battlefield is one of ideas. Ideas drive growth. New ideas may be fully original, or they may be a synthesis of the old and the new. Either way, the results are valuable. Ultimately, you will win or lose based on the quality of your ideas and how well they match up to the demands of your audience. Winners are innovators.
Lesson #2
Idea-Rich Organizations enjoy three competitive advantages. One, they enjoy improved efficiency; it takes no more time to do things the right way than to do them the wrong way. Second, they are more effective; strong ideas lead to a culture that makes every effort count. And third, not only can your product look better and serve the audience better, it can also lead to improvements of internal processes; it reduces wasted motion.
Lesson #3
Innovation must involve the whole organization. Ideas can ‘bubble up’ from anywhere. Let them. Also, we have come to understand the critical role that organizational leadership plays in successful innovation. Leadership must be involved in significant ways; without meaningful involvement at the highest levels, the process will fail. Absolutely.
Lesson #4
Every idea needs a champion. This is now a commonplace of business thinking, but it is so very true. Nothing happens spontaneously or grows on its own. Someone has to take up the cause of an idea – breathe life into it, spread the word, challenge others to tear it apart (or, better yet, replace it with a better idea), and more. The half-life of an unchampioned idea is very, very short.
Lesson #5
Every idea is best communicated in an organization as a narrative. Tell the story of an idea. Research and numbers are great and show the way (as a researcher and analyst, I admit my prejudice here), but taking things to a narrative form makes the idea really work. It more easily translates it to others. Data may point to an opportunity, but belief, consensus, and confidence in an idea result from working the parts of an idea into a coherent narrative. Every good public speaker knows the power of a story… and every idea champion also knows it and uses it; this, too, is a powerful idea.
So, is your station an Idea-Rich Organization? Do the lessons apply to you? We hope so, because AR&D is dedicated to helping its clients move forward and we know of no better way than to move on the basis of the new, not the “me-too.”
