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Practically every company innovates. But few do so in an orderly,
reliable way. In far too many organizations, the big breakthroughs
happen despite the company. Successful innovations typically follow
invisible development paths and require acts of individual heroism or a
heavy dose of serendipity. Successive efforts to jump-start innovation
through, say, hack-a-thons, cash prizes for inventive concepts, and
on-again, off-again task forces frequently prove fruitless. Great ideas
remain captive in the heads of employees, innovation initiatives take
way too long, and the ideas that are developed are not necessarily the
best efforts or the best fit with strategic priorities.
Most executives will freely admit that their innovation engine
doesn’t hum the way they would like it to. But turning sundry innovation
efforts into a function that operates consistently and at scale feels
like a monumental task. And in many cases it is, requiring new
organizational structures, new hires, and substantial investment, as the
“
innovation factory” Procter & Gamble built in the early 2000s did.
For the past decade we’ve been helping organizations around the globe
strengthen their innovation capabilities, and that work has taught us
that there’s an important intermediate option between ad hoc innovation
and building an elaborate, large-scale innovation factory: setting up a
minimum viable innovation system (MVIS).
We borrow the language for this term from the world of lean
start-ups, where “minimum viable product” denotes a stripped-down
functional prototype used as a starting point for developing a new
offering. “Minimum viable innovation system” refers to the essential
building blocks that allow a company to begin creating a reliable,
strategically focused innovation function. An MVIS will ensure that good
ideas are encouraged, identified, shared, reviewed, prioritized,
resourced, developed, rewarded, and celebrated. But it will not require
years of work, fundamental changes to the way the organization runs, or a
significant reallocation of resources.
What it will require is senior management attention—most critically
from some member of the top leadership team. That might be the chief
executive officer or a chief innovation officer, but it doesn’t have to
be. If you’re responsible for innovation in your company at the highest
level, we’re talking to you. With a little help from other executives
and innovation practitioners, you can set up an MVIS by completing four
basic steps in no more than 90 days, with limited investment and without
hiring anyone extra. And as early success builds confidence in your
innovation capabilities, it will set the stage for further progress.
Day 1 to 30: Define Your Innovation Buckets
There’s no shortage of terms for innovation. Sustaining innovations,
incremental innovations, continual improvement programs, organic-growth
initiatives. Disruptive innovations, breakthrough innovations,
new-growth initiatives, white-space and blue-ocean strategies. But
strategically speaking, all innovations fall into one of two buckets. In
one are innovations that extend today’s business, either by enhancing
existing offerings or by improving internal operations. In the other are
innovations that generate new growth by reaching new customer segments
or new markets, often through new business models.
The MVIS encompasses both types of innovation, but it’s critical that
everyone involved in an MVIS (or any innovation program) understand the
difference between the two buckets. The failure to do so causes many
companies to either discount the importance of innovations that
strengthen the ongoing business or to demand too much revenue from the
new-growth initiatives too early. Agreeing on what to call the two
buckets is a good starting place. For the purposes of this discussion
we’ll call the first one “core innovations” and the second “new-growth
innovations.”
Innovation projects meant to strengthen the core should be tied to
the current strategy and managed mostly within the main business’s
organizational structure. (The MVIS will keep track of them, though, as
you’ll see later on.) They’re the projects expected to offer rapid and
substantial returns in the near future and need to be funded at scale.
Conceivably, all your current innovation projects may be core. But
what of the future? Will they be enough to enable you to reach your
longer-term financial targets? If your company is typical, the answer is
no. There will be a gap between your growth goals and what your current
operations and core innovations can generate. It’s the purpose of the
new-growth innovations to fill that gap.
New-growth initiatives push the frontier of your strategy by offering
new or complementary products to existing customers, moving into
adjacent product or geographic markets, or developing something utterly
original, perhaps delivered in a completely novel way. The larger your
company’s growth gap, the further from your core those innovation
efforts will likely need to be, and the longer it will take to realize
substantial revenue from them.
You can work up a serviceable estimate of the size of the gap if you
spend up to two weeks developing rough but honest numbers for the
revenue and profits your current operations will deliver in the next
five years and then compare them with your five-year goals. This will
give you a basic sense of what percentage of your time, effort, and
resources needs to be focused on core innovation, and what percentage on
new-growth efforts, and how ambitious the latter need to be.
When your growth gap is fairly large, you may wish to subdivide your
new-growth efforts so that you can map them to different possible
directions for future growth. This being a minimum innovation effort, we
suggest designating no more than three such categories.
Manila Water is a public/private partnership in the Philippines that
has done a good job of mapping its core and new-growth innovation
efforts to its current and future goals. In 1997 it received a
concession to provide water services to the eastern part of the city of
Manila, covering about 6 million people. At the time only about 30% of
the city’s households had reliable access to water. In the next 16 years
the company made it available to almost every home in the area and
approached international levels on key benchmarks such as pressure,
purity, and turbidity.
The organization couldn’t have achieved such impressive performance
without being highly innovative in the way it solved the challenges of
operating within the chaotic environment of the Philippines. To improve
the productivity of the core, it needed to keep pursuing those kinds of
innovations—which it dubbed “core optimization.”
However, in 2013, CEO Gerardo Ablaza recognized that core
optimization would not be enough to reach Manila Water’s long-term
growth goals. The company’s calculations made it clear that over the
next few years, 80% of its growth had to come from outside the core.
To fill such a large gap, Ablaza and his leadership team decided that
the new-growth initiatives should fall into two broad categories: The
first was adjacency moves, in which Manila Water would export its core
business model to other geographic markets. The second was the pursuit
of new kinds of offerings entirely, beyond the core mission of providing
clean water.
That move presented Manila Water with a challenge: The more novel a
category of innovation is, the more it will run counter to systems and
processes designed to strengthen and support the current business. The
next three pieces of the MVIS puzzle help companies overcome that
difficulty.
Day 20 to 50: Zero In on a Few Strategic Opportunity Areas
Sophisticated innovators like Procter & Gamble, W.L. Gore, and
Apple have elaborate processes to tie their various types of innovation
to their short- and longer-term growth goals. The MVIS also does this,
but in a simpler way. It makes efficient use of limited resources and
productively channels innovators’ passions by focusing innovation
efforts on a small number of strategic opportunity areas. These are
areas that fit within your new-growth buckets and seem large enough to
take the needed bite out of that growth gap.
How do you pick them? You could spend months or even years conducting
a comprehensive analysis, but of course we don’t recommend that.
Instead we suggest doing three weeks of research, with the aid of a
handful of executives you expect will eventually be involved in your
innovation efforts. Have them meet with at least a dozen customers,
probing for unmet needs that could be the foundation of a new-growth
innovation, and investigate new developments in and around your
industry. Also, take a close look at new-growth efforts currently
bubbling up inside your organization. These sometimes signal strategic
objectives that aren’t yet getting proper attention from senior
management. For example, when one financial services company examined
the ideas emerging organically within its ranks, it saw that a number of
them involved sophisticated analysis of customer data, even though it
hadn’t yet announced that “big data” would be a strategic imperative.
Competitive forces and customer demands had naturally begun to attract
organizational energy.
Next, lock the members of the senior leadership team in a room for an
afternoon, share the findings, and instruct them not to leave until
they have identified three strategic opportunity areas that each combine
the following:
- A job that many potential customers need to do that no one is addressing very well.
- Either a technology that will enable customers to do that job much
more easily, cheaply, or conveniently, or a change in the economic,
regulatory, or social landscape that is greatly intensifying the need
for that job.
- Some special capability of your company that competitors can’t
easily copy that will give you an advantage in seizing this opportunity.
Manila Water used those criteria to identify a number of strategic
opportunity areas, including treating wastewater generated by commercial
enterprises. Manila Water selected this area because it recognized that
a great many enterprises across the city produced wastewater. What’s
more, increasing regulatory scrutiny meant that they could not continue
to flush wastewater down the drain or casually dump it elsewhere, as
they had been doing. As for a competitive advantage, Manila Water not
only had substantial experience in treating wastewater but, as the
enterprises’ water supplier, already knew these potential customers
well, giving it a head start in developing the best solution for their
needs.
If you take care to combine all three criteria, you can avoid some of the more
common innovation traps, such
as pursuing a phantom opportunity only because it seems so big that
there must be money in it somewhere, or wandering into a new market
where you have no natural advantage. Manila Water had initially
considered, for instance, whether it might expand into advertising.
After all, every month it was sending out millions of paper bills, on
which someone might want to advertise, and the Filipino ad market was
growing. But ultimately that area was deemed too far from the company’s
existing capabilities to be reasonably defended against more-experienced
competitors.
Identifying strategic opportunity areas will direct the energies of
forward-thinking employees who might be playing with ideas at the
fringes of your organization. It also helps highlight where people might
be wasting their time. After all, its corollary is that it defines what
you are
not going to do. That’s something we’ll focus on in the next section.
Day 20 to 70: Form a Small, Dedicated Team to Develop the Innovations
Because you’re trying to set up a minimum innovation capability, you
may think you could layer it into your existing organization by setting
aside some time for everyone to innovate. But consider this: About 75%
of venture-capital-backed start-ups fail to return one penny to their
investors. Fewer than 50% of start-ups make it to their fourth birthday.
These are businesses with dedicated teams whose members are pouring
every ounce of their souls into succeeding. What hope does a group of
part-timers have to beat the odds?
Even a minimum viable innovation system requires that at least one
person (and typically more) get up every morning and go to sleep every
night thinking about nothing but innovation. (That won’t be you, though
it should be someone who reports to you. As the executive sponsor, you
presumably have other responsibilities as well.)
But there’s no need to recruit an army. Manila Water created a
three-person team to explore the first two strategic areas it
identified. The team then developed a backup list of half a dozen extra
opportunities that could be pursued if the first set didn’t pan out. We
generally recommend starting in this focused way rather than setting up a
large innovation function, which often creates work for itself to
justify its existence. That said, we do recommend building the capacity
to handle at least two ideas at once, since there inevitably will be
course corrections and failure.
Two obstacles, in our experience, may daunt companies at this stage: a
lack of resources and a lack of people with pertinent experience to
staff the MVIS. Here’s how to overcome them:
Free up resources.
If you’re encountering the first problem, it’s time to bring your
invisible innovation efforts out of the shadows. The odds are high that
they include “zombie projects”—walking undead that shuffle along slowly
but aren’t headed anywhere. Sometimes companies unwittingly spawn
zombies by setting up redundant teams for core initiatives. Sometimes
new-growth zombies lurk in an organization’s dark corners in
unsanctioned efforts.
Finding the bulk of your zombies is a straightforward process: List
all the innovation efforts that have the equivalent of at least one
half-time employee working on them. Try to identify which market each
idea targets. Estimate the size of the opportunity, and inventory the
resources currently devoted to it. Which efforts enhance your core
strategy and which focus on strategic opportunity areas? It should be
fairly easy to identify the projects that are neither and are frittering
away your resources.
In 2011,
when Francesco Vanni d’Archirafi, then CEO of Citi Transaction Services, pushed his organization to track its innovation efforts,
substantial duplication and fruitless efforts came to light. CTS
streamlined its innovation portfolio by consolidating 75 mobile projects
into 10, which liberated resources and increased strategic focus.
Identifying zombies is easier than killing them off, however.
Many people find it hard to throw in the towel on
a project that might somehow, someday work. And few people have the
fortitude to admit that their project is essentially the same as someone
else’s.
As a start, consider instituting “zombie amnesty,” whereby people can
admit that their idea is too small, not strategic enough, or too
riddled with difficult-to-address risks to justify further funding. Make
it clear that there will be no penalty for purging a project. In fact,
hold a celebration to honor those who do. They’re heroes and should be
treated as such. One round of amnesty will probably release enough
resources to get your innovation team up and running, although it’s a
good idea to hold the exercise every couple of years to ensure that
efforts haven’t wandered off course.
Learn by doing.
If your organization is just starting to focus on innovation, it’s
unlikely that anyone you appoint to the team will have much experience
with it. And yet we promised that you could get started in 90 days
without hiring anyone. How?
Over the years, innovation thinkers and practitioners have offered up
a wealth of best practices aimed at making new-growth innovation as
orderly as the processes for manufacturing and marketing mature
products. Companies like Intuit, Syngenta, and General Electric have
elaborate systems to spread those practices throughout their
organizations. In essence these systems combine some formal training
with immersion in an actual product-development experience. A simpler
version of this is an effective starting point for a neophyte MVIS team.
As experienced innovators, we use process checklists to make sure we
haven’t left out any critical step. Those newer to innovation can do the
same. Have your team devour the literature of best innovation practices
and develop its own checklist, hang it on the wall, and refer to it
frequently. (For some of our favorite books, see the sidebar “An
Innovator’s Bookshelf.”) The team members will develop their skills as
they work through problems, but the checklist will help ensure that they
don’t go off the rails in the meantime.
A nonprofit, the Settlement Music School, used this approach to reach
new student populations in inventive ways. Founded in 1908, SMS offered
classes in jazz and classical music to 5,000 students—primarily
children—weekly in the Philadelphia area. Executive director Helen Eaton
hoped to transform SMS’s facilities into a “third place,” like a house
of worship (or a neighborhood Starbucks), that could provide adults with
a sense of community. After dividing her innovation ideas into core and
new growth, she identified four strategic opportunity areas she called
“best in class,” “community arts changes lives,” “innovation meets
changing needs,” and “smart solutions for sustainability and growth.”
Read more
Led by community engagement manager Joseph Nebistinsky, a small team
of innovators, which included several branch and department directors,
began to conceive of new offerings in the “community arts changes lives”
area, using our best-practices checklist. After two days of training,
they went into the field to interview prospective customers about what
offerings might enrich their lives. In his discussions, Germantown
branch director Eric Anderson saw a recurrent theme: a desire for adults
to reclaim their youth, meet new people, and dust off that guitar
they’d stopped strumming in college. What if we created some way for
adults to jam together in a band, he wondered? The team drafted a
three-page brief outlining the idea, which ultimately became known as
“Adult Rock Band.”
In an initiative so far from SMS’s core, many uncertainties needed to
be resolved. How would the school attract students? What type of music
should they play? One hook could be a culminating concert where the jam
band would perform, but maybe the program should more open-ended, with
no big event?
Like seasoned innovators, the team laid out the assumptions
underpinning a complete business model, which included how the program
would be designed, marketed, and delivered. The idea was that a group of
like-minded adults would come together and practice under the tutelage
of an expert instructor. The class could continue indefinitely,
separated into 10-week sessions; at the end of each session the band
would hold a concert in the school’s performance space.
As instructor Ed Wise told a local publication, “There’s something good for the soul about strapping on the old Fender and banging out a few Jack Bruce lines.”
Would that work? The members of the team had spent enough time with
customers to be confident that Adult Rock Band addressed a real market
need, and their back-of-the-envelope analysis showed that the program
would break even if an individual branch could attract just eight
participants. They set out to test the idea by running a pilot at a
single branch and then expanding to two more.
The program did well at two branches but struggled at the third.
Rather than walk away from the perceived failure, the school did a
careful analysis. It showed that SMS needed to fine-tune the classes to
the socioeconomic makeup of its local branches, taking into account each
community’s musical traditions, cultural traditions, and social
networks. As the school continued to innovate and look into why certain
programs took hold in one community and not in another, the MVIS team
found it could begin to predict the success rates of new offerings. Its
success helped SMS earn a coveted grant from the Pew Charitable Trusts
to support further investment in innovative programs.
Day 45 to 90: Create a Mechanism to Shepherd Projects
If you have robust planning and budgeting systems, by all means use
them for your core innovation efforts. But new-growth innovations call
for an approach that borrows from venture capital practices. Any
entrepreneur who’s been backed by VCs will tell you that they operate
within a system that’s just as disciplined as a traditional
corporation’s annual budgeting cycle. But it’s a sharply different
discipline, one designed to manage strategic uncertainty.
Begin by forming a group of senior leaders who, from then on, will
have the autonomy to make decisions about starting, stopping, or
redirecting new-growth innovation projects. Don’t just replicate the
current executive committee, however. If you do, it will be too easy for
group members to default to their corporate-planning mindset or to let
day-to-day business creep into discussions about innovations meant to
fulfill long-term goals. Manila Water, for instance, picked four members
of its top management team to serve on what it called the New Services
Review Committee, which met every few weeks to help teams working on
new-growth ideas.
In overseeing projects, this group should copy some standard VC operating procedures:
- Venture capital partners often disagree about investment
opportunities. In fact, seasoned VCs will tell you that the best
investments are the most polarizing. Every project in your MVIS should
have a senior executive sponsor or champion who believes in it deeply,
but you shouldn’t require approval from the entire shepherding group to
go ahead.
- A decision to invest in a start-up is considered very carefully,
but most day-to-day spending decisions are left to the start-up’s CEO.
Corporate innovation shepherds should set a threshold investment amount
that project teams can spend themselves without asking for leadership
approval.
- Major VC funding doesn’t follow quarterly or annual budget cycles.
When a start-up resolves a key risk, it gets further investment. (In
Manila Water’s case, for instance, significant expansion capital was
contingent on commercial clients’ signing water treatment contracts,
rather than just saying they would.) And when a big issue arises, the
board of a venture-backed company gathers within 36 hours. You should
ensure that your shepherds are likewise capable of assembling and making
decisions that quickly.
Venture capitalists, of course, don’t need to concern themselves with
integrating their start-ups into a larger organization. Corporate
shepherds, by contrast, are responsible for helping strengthen their
whole organization’s innovation capabilities.
This is something that Mary Jo Haddad, who was the CEO of Toronto’s
Hospital for Sick Children from 2004 to 2013, understood when she kicked
off a major innovation effort there in 2010. Haddad created a
shepherding mechanism: an 18-person cross-functional team called the
Innovation Working Group, which was armed with $250,000 in funding. The
IWG helps innovators understand the needs of users, test prototypes,
make adjustments, and then build scale. It also works to identify latent
organizational innovation talent by running workshops that gather ideas
from staff, patients, families, and the public and gives employees with
promising proposals the opportunity to step out of their day jobs for a
while to push their ideas forward. Equally important, the IWG runs an
annual Innovation Expo, which celebrates innovators who experiment with
new ideas, regardless of whether they succeed or fail.
One area that absolutely cannot be
shortchanged is personnel. If you have no one fully focused on new
growth, you’ve decided not to focus on new growth.
While an MVIS approach avoids the arduous work of rewiring a
company’s systems for performance management, budgeting, and supplier
management, it has a downside: It requires senior leaders to get
involved in those issues on an ad hoc basis. For instance, at one
organization a high-performing employee was in danger of losing a
promotion because the innovative business she was helping build didn’t
cross a revenue threshold set by corporate HR’s advancement policies.
But her responsibilities were at least equal to those of many others who
did qualify for promotion, and there were clear signs that, managed
appropriately, her business could deliver substantial long-term revenue.
Her unit leader stepped in to preempt the HR decision.
You might not want to spend time mired in these types of discussions
forever. So at some point you may wish to integrate an MVIS into the
broader organization—the subject of the next section.
Scaling Up the MVIS
At the end of 90 days, you should have established your broad
innovation buckets, identified your strategic opportunity areas,
assembled a team that has started on its first project, and created the
shepherding mechanism to speed the team on its way. Once you have the
MVIS in place and see signs that specific projects will bear fruit
(which may occur within the first few months or may take longer,
depending on circumstances), it’s time to consider next steps.
First, consider hardwiring the components of the MVIS that are
working well into more-formal systems. Manila Water created a master
plan of innovation efforts, which forecast the pace and scale of its
investment activities and their financial impact over a multiyear
period. CTS assigned individuals to oversee certain processes and
created tracking tools to enable them to regularly monitor the portfolio
of innovation projects. Though such efforts can feel like creeping
bureaucracy, they’re part of the natural maturation of innovation as an
organizational capability.
Second, consider creating specialized functions to carry out parts of
the innovation process. A small organization might, for example, assign
a single person to act as a “scout,” keeping abreast of market changes.
A large one might establish a business development team that looks for
opportunities to form partnerships and alliances to amplify new-growth
efforts. Or it might form groups to conduct ethnographic market research
or develop rapid prototyping techniques.
Finally, work on the MVIS should highlight some of the larger
barriers to innovation inside an organization. These often reside within
corporate budgeting, incentive, and strategic-planning systems, which,
after all, are designed to further today’s business, not create
tomorrow’s. Rewiring those systems or establishing robust parallels
presents substantial challenges but is critical to scaling up and
spreading innovation efforts.
A division of a massive financial services
company. A leading pediatric hospital. A water utility in an emerging
market. A 100-year-old nonprofit. The organizations we’ve highlighted
here are in different industries, have different missions, and operate
in different contexts. But they share a problem faced by countless
organizations around the globe: How do we start to make the magic of
innovation more systematic and strategic? It is a daunting challenge. We
conclude with three pieces of advice:
- Remember, the “S” in MVIS stands for system. You can’t pick and
choose between the four elements described above. Do everything, or do
nothing.
- One area that absolutely cannot be shortchanged is personnel. If
you have no one fully focused on new growth, you’ve decided not to focus
on new growth.
- How you treat failure is more important than how you reward
success. Hiding or fearing failure spawns projects that never die and
that suck up all your capacity for innovation.
Creating an MVIS won’t miraculously turn you into Pixar or Amazon,
but it will help you make tangible progress in increasing the
predictability and productivity of critical investments in future
growth.