Most organizations use some model of an innovation funnel to carry concepts to life. It begins with plenty of concepts on the entrance finish after which launches no matter survives all the best way to the again finish.
But this Darwinian strategy of bringing concepts to life doesn’t essentially result in survival of the fittest concepts. If we’re not cautious, the innovation funnel results in survival of the most secure concepts.
Organizations are good at recognizing dangers. In an effort to enhance success charges, organizations are inclined to put sharper enamel within the funnel.
As concepts run the organizational gauntlet, they will get pruned, sheared, formed, and watered down past recognition. On the best way, they will lose the essence of the concept. They could lose their level of distinction and purpose for being.
A various crew can polish an concept and make it stronger. Silo pondering can sand the perimeters and make the concept weaker.
The trail of least resistance is to play it protected. However enjoying it protected could be dangerous — resulting in “me to” merchandise, undifferentiated knock-offs, and extra of the identical.
We will’t break via the litter by including to it.
Listed here are just a few associated cartoons I’ve drawn over time (beginning with one of many very first cartoons I drew, again in 2002):
“If advertising stored a diary, this may be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
