Most organizations use some model of an innovation funnel to convey concepts to life. It begins with a number of concepts on the entrance finish after which launches no matter survives all the way in which to the again finish.
But this Darwinian means 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 way in which, 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 considering can sand the sides and make the concept weaker.
The trail of least resistance is to play it protected. However taking part in it protected may be dangerous — resulting in “me to” merchandise, undifferentiated knock-offs, and extra of the identical.
We are able to’t break via the litter by including to it.
Listed here are a couple of 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 might be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs