We’ve seen it time and time again: Innovation is critical to success. It leads to new and improved ways of doing things. It’s how we advance as a society and evolve with the times. It’s how we stay top-of-mind for consumers, becoming the go-to names within our specific industries.
There are too many examples of failed businesses as a result of a lack of innovation, one of which is the Netflix versus Blockbuster takedown. Netflix adapted to consumers’ changing preferences, moving from an at-home movie rental delivery service to a leading streaming service. Unlike Blockbuster, Netflix allowed users to rent unlimited DVDs for a flat fee. When it shifted to a streaming platform, Netflix invested in original content creation, global expansion, and a convenient subscription service model. These business adoptions surged Netflix ahead of the competition and led to its current position as the world’s largest streaming service.
Examples like these illustrate how failure to innovate can quickly lead to the inevitable result of losing market share, but Blockbuster’s story is just one of many. As a business owner, I have seen several instances of companies over the years who chose not to evolve–and the consequences thereof. So, I understand the significance of being intentional about innovating to meet current demands and stay competitive in today’s market. With that in mind, here are some of my top tips for fostering a culture of innovation within an organization.
Clearly Define Your Vision
I ask myself questions that help me visualize how my decisions today will affect my company in the long term. Questions like these can be helpful to ask yourself: “In five, 10, and 20 years from now, where do you want your company to be? How do you see your company expanding and growing? How will you continue to inspire, activate, and engage new customers?”
These types of questions can help you clearly define your business vision. Similar to a personal vision, a business vision allows you to reiterate your organization’s purpose and think about what is most important for success. How you define success as a business will also be taken into consideration. If you’re a startup, success may look like a few new leads every week. If you’re a massive corporation, disruption within your industry may be your next challenge to crowd out competitors.
Once your vision is defined, don’t keep it close to your heart. Share it with your company. Teams that feel they are part of a larger mission will be more motivated and inspired. Knowing that their work matters, employees will feel connected to a larger overarching goal.
Empower Employees
Not everyone on your team will have the confidence to raise their hand in and present their ideas. But that doesn’t mean that these individuals don’t have amazing ideas. They may be afraid to speak up knowing that their direct boss is in the room. They may feel like they are being graded every time they raise their hand, especially if the current culture is more combative as opposed to welcoming.
Empowering employees begins with encouragement. Before a company-wide town hall, ask employees to brainstorm ideas for an upcoming launch. Give ample time for them to submit and present their ideas. Every week, take a pause in team meetings and ask individuals what is on their minds. At first, some may be hesitant to say anything but over time this can turn into a productive brainstorming session. Starting a meeting with idea-sharing can also get employees thinking creatively.
Another way to empower employees is to delegate other tasks and responsibilities to them. In addition to what they are currently working on, ask if they would be willing to spearhead a new project. When possible, I also try to consider an employee’s passions when asking them to take on a new project, as it can be motivational for them to work on something they may not do on a regular basis, but perhaps have expertise on or do as a side hobby. Sometimes all it takes is using their brain in a new way for a spark of creativity to come upon them.
Allow For Cross-Functional Collaboration
With hybrid and remote workplaces, it’s all too easy for employees to feel isolated. Silo work may be productive work, but it’s not always innovative work. Even if employees are working with others regularly, chances are it is the same people time and time again. Partnering with a co-worker on the same team can, once again, be productive but it doesn’t allow for the most unique ideas to come forward.
Cross-functional collaboration means teaming up with others from a different department or discipline. For example, I may instruct a sales leader on my team to work closely with a team member whose focus is content management to help brainstorm a new opportunity for a potential lead they’re currently working with. The content manager may then be partnered with a web developer to design a new interactive feature on the brand site or social media platform.
Regardless of which team members work together on a given project, you may need to first assign specific roles and responsibilities to get the ball rolling. Especially in remote workplaces, employees may not have interacted with other teams at all until they are assigned to do so. Soon after, you’ll likely see employees suggesting how to work with someone on another team to achieve a common goal.
Innovation Works
Innovation may or may not happen overnight; however, it’s how businesses separate themselves from top competitors. The more you lean in as a leader to the idea of innovating, the more likely your team will follow suit. I always keep in mind that there’s more than one solution to every problem, so I encourage my team to think outside of the box and give them the time and space to do so. Ask for their ideas and encourage them to keep thinking creatively. Doing so could lead to a success story like Netflix, offering its reliable on-demand streaming service platform before its competitors.
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