At first, it was funny to hear insurers, IT firms, and startups with no revenues compare themselves to Apple. Since the iPod launched in 2001, I’ve seen hundreds of presentations that liberally use “learnings” from Apple. 1) The word is LESSONS, not “learnings”, my Hillbilly friend. 2) The comparison feels as fresh as that Michael Jackson impression your spouse has been doing since you started dating. 3) Drenching slides (or products) in an iconic brand’s juices won’t transmit innovation, like some benevolent plague. If that were possible, we’d never stop harvesting and packaging Brangelina extract. It’s time for an intervention. Here’s why brands must find their own voice (and scent)…and keep those synthetic Apple fumes from turning into laughing gas.
This is a repost of Steve Faktor’s original article on Forbes.
In a way, innovation is like sex: those talking about it most are probably doing it the least. Before founding IdeaFaktory, I’ve had the privilege (and collateral hair loss) of innovating at top Fortune 100 firms, where ‘talk’ was unavoidable. So I decided to codify my lessons as The 4C’s of Innovation(TM). These are: context, creativity, capabilities, and most importantly, culture. Any innovation worth doing demands cultural change. But who will lead that change? And who will reject it? Why does the same ra-ra event move some employees to tears, but lands like the Hindenburg with others? No need to hire an army of psychologists to electroshock your workforce for answers. Unlike fluffier lists of people to hire, I’ve profiled the nine kinds of people in your company now who will make or break any innovation or change initiative. (For more on culture change, also check out my new podcast with this week’s guest Stan Slap.)
The 9 Corporate Personality Types and How to Inspire Them to Innovate. I’m excited to welcome Stan Slap to the podcast. Stan is the Chief Executive Officer of slap, the international consulting company renowned for achieving maximum commitment in manager, employee and customer cultures. He is the author of the New York Times bestseller, Bury My Heart at Conference Room B. Listen in as we discuss what keeps companies from innovating and how to get emotional commitment from management in a way that won’t make everyone cry or watch Dr. Phil.