I was recently in a brainstorming session with market research and R&D managers at a Fortune 50 client. The marketing manager turns to the R&D technical lead and asks, "can you give me a list of all possible technologies out there" She was speaking the language of high level summary of the universe of possibilities. The technical lead, on the other hand, translated it as "give me information on the technologies we are capable of delivering in the near future". Simple miscommunication? Little business impact? Not if you're trying to stretch the innovation possibilities and the R&D lead disqualifi es longer term technologies because they're not ready now. That's one reason why innovation at some companies looks like the same old stuff re-packaged.
Shortcut: Getting Through to People Who Slow You Down
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About the Author
Brian Tolle is a partner at The Re-Wired Group, a business development consultancy that uses Demand-Side Innovation to drive the creation and commercialization of new products, services, brands and businesses. His work focuses on designing strategies to secure employee buy-in to organizational change as well as influencing consumer behavior through Re-Wired's Jobs-to-be Done framework. He has an undergraduate degree in psychology from The Catholic University of America and a graduate degree in organization development from Loyola University Chicago.
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