sales to strategy—but we’re still finding out exactly how.
However, a compartmentalization of innovation. You have this innovation team, which indicates that innovation is something they do. It seems to take a little bit of responsibility off everybody’s shoulders—maybe in a not-so-healthy way. oftentimes there is Corporate innovation teams with dedicated functions and people are necessary. But rather than being the center of concepts in product development, it needs to shift to more of an enablement function. They have the techniques they can enable teams to use, and they would also help in strategically aligning innovation efforts that happen outside of their walls. CREATING A CULTURE OF INNOVATION Think about how the entire organization can contribute to a culture of innovation. Software and tools could help, but ultimately, establishing a culture of innovation happens through teamwork and collaboration. Ultimately, it’s about a collective mindset shift from thinking about “what is” to asking “what if?” Having a common language such as found in JTBD allows teams to work across silos and functions. It helps you not only adopt a new mindset but also provide a basis for talking about it across the organization. PICK UP THE PACE AI is going to change the landscape of innovation in the enterprise—from product development to marketing and
On the positive side, AI will help us accelerate through some of the more repetitive or administrative aspects of innovation cycles, like finding trends in data and generating input into problem-framing models. This allows us to be more human—more imaginative, more empathetic, and more collaborative. If the new role of innovation is more of an enablement function inside an organization, then innovation experts need to think about how they scale their services internally. AI can help them do that. A lot is going on at the moment—the integration of AI into innovation practices, learning new hybrid ways of working, and hyper competition at a global scale, to name a few. But this is our opportunity to change attitudes at scale. Going back to your old ways is not an option. Now is this time to reimagine things—to look at things from your customer’s perspective and to change how innovation teams work.
Jim Kalbach Author, “The Jobs to Be Done Playbook”
FEI 2024 & Key Innovation Perspectives
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