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INNOVATION
3 min read
We Have Lost Sight of the Real
Meaning of Innovation
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JULY 17, 2014
As new terms go, innoveracy may be a bit of a
mouthful, but its breaking important ground in
todays business landscape.
Horace Dediu, an analyst with Asymco,
recently published an essay after realizing
there is a universal ignorance around the
meaning of innovation. He argues there is a
fundamental misunderstanding around the
concept, so he is attempting to coin the word
innoveracy, which means the inability to
understand creativity and the role it plays in
society, to both describe and address what he
sees as a worsening problem.
Related: Keep Innovation Flowing as Your
Startup Grows
Only time will tell whether the word works its
way into the popular vernacular, but the issue
Dediu raises is important and timely. As a
DAVID REDMOND
CONTRIBUTOR
President of Consumer at
Windstream
Communications
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Dediu describes, is very simple: something
new and uniquely useful. However, as we
have come to embrace innovation as a
popular topic of discussion, its definition has
been stretched to the point where we truly are
losing sight of its real meaning.
Its now possible to over-innovate, under-
innovate and pre-innovate, among countless
other types of innovations. In truth, a spectrum
of innovation shouldnt exist. However, now it
does, and many people in business,
regardless of experience level or role within
the organization, are expected to embrace
and operate under an increasingly broad array
of definitions.
This needlessly complicates what should be a
simple mandate and increases pressure in the
workplace.
Related: Challenge Assumptions. Don't Be
Afraid of Taking a Different Tack.
At Windstream, managing innovation starts
with defining it, and there is only one kind. We
do not over-innovate, under-innovate,
pre-innovate or innovate productively. We only
innovate.
If simply defining it sounds easier said than
done, its because it is. Defining it is only one
half of the equation. The other is explaining
how creating something new and uniquely
useful occurs, all within the context of your
companys short- and long-term objectives
and external market factors that impact your
business.
More often than not, people will gravitate
toward the external market factors and pursue
ideas that address a trend. While that is crucial
to sustaining relevancy from a brand and
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be a fit for the company.
Its critically important for senior management to share a vision and be
clear in communicating the need to explore ideas at the crossroad,
which will not only clear up confusion around innovation and relieve
pressure among employees, but also inspire innovation, moving the
company forward in a positive direction.
Related: Is Competition a Catalyst for Innovation?
Growth Strategies Trends Innovation Company Culture Culture
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