27 INNOVATION
SPENDS & TRENDS REPORT
“...That is still a problem at organizations; not doing enough insight work to gain foresights. Breakthrough innovation can’t be done without foresights...”
And so open innovation needs to be managed. There are a lot of open innovation people who do the work. But the people who do open innovation, do it on the side. I’ve been part of it- when I was doing open innovation- I had my day job too. Because Sales would be calling about products that needed help or marketing would call about a campaign that needed to be launched. And R&D all the while is doing open innovation as a side thing. It is a side job that doesn’t get appreciated a lot, because of ten things that you look at, one may come out as a winner. But you spent a lot of time on those ten things. Organizations do not have time. It just falls to innovation to get it done, on the side. Just a note on collaboration; my thinking is that COVID made people collaborate more. Even though people are saying that you collaborate when you’re in the
office, I think there’s more collaboration online- on a Zoom call- than in person; people don’t want to walk to people’s offices- that’s not how it works anymore.
Zeinab Ali Vice President R&D Transformation at Campbell
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