Organizations are desperately seeking effective strategies to foster creativity and stay ahead of the curve. In his book The Innovation Master Plan, innovation expert Langdon Morris offers a practical and proven framework to help companies unlock their innovative potential.
The concept of systematic innovation
Morris begins by challenging the notion that innovation is a random event or a fluke. Instead, he advocates a systematic and structured approach to innovation, where clear processes and methodologies are established to drive creativity and idea generation.
According to Morris, systematic innovation involves four key components: people, processes, tools and behaviors. By aligning and optimizing these components, organizations can create an environment conducive to continuous and sustainable innovation.
The five steps of the innovation master plan
A five-step framework designed to guide organizations through the systematic innovation process:
Assessment: companies assess their current readiness for innovation, identifying strengths, weaknesses and gaps that need to be addressed.
Planning: based on the results of the assessment, organizations develop a detailed strategic plan to foster innovation, including goals, resources and timelines.
Preparation: involves the implementation of processes, tools and training needed to support innovation efforts.
Execution: this is where organizations put their innovation plans into practice, executing specific projects and experiments.
Optimization: involves continuously measuring, evaluating and adjusting innovation efforts, with the goal of continually improving results.
Morris emphasizes that this process is iterative and cyclical, as innovation is a continuous journey, not a final destination.
Key tools and approaches
Practical tools and approaches that organizations can use to support each step of the Innovation Master Plan include:
Assessment techniques such as the Innovation Maturity Model and Gap Analysis.
Planning frameworks such as the Innovation Target Map and the Innovation Portfolio Matrix.
Innovation methodologies such as Design Thinking, Lean Startup and Open Innovation.
Idea generation tools such as brainstorming and mind mapping.
Metrics and measurement approaches to evaluate innovation success.
Complementary to this is the cultivation of an organizational culture that values and rewards innovation, as well as the crucial role of leadership in creating an environment conducive to creativity.
Applicability in various sectors
His systematic approach to innovation is applicable to virtually any organization, regardless of size or industry. For example, service companies can leverage the Innovation Master Plan to develop new service offerings or disruptive business models. Manufacturing companies can use these strategies to innovate in their production processes and supply chains. Even non-profit and public sector organizations can benefit from a systematic approach to innovation, whether to develop new programs or services, or to improve the efficiency and effectiveness of their operations.
Challenges and considerations
Successful implementation of the Innovation Master Plan is not without its challenges:
Cultural change: for many established organizations, adopting a truly systematic approach to innovation may require a profound shift in mindset and ingrained behaviors.
Resource allocation: Systematic innovation requires a significant investment of time, money and effort. Organizations may face challenges in properly allocating the necessary resources.
Leadership commitment: the success of the Innovation Master Plan depends heavily on the commitment and support of the organization's leaders.
Measurement and evaluation: it can be difficult to accurately measure and evaluate innovation efforts, especially in the early stages.
Agility and adaptability: while a systematic approach is valuable, organizations must also maintain flexibility and the ability to adapt to a rapidly changing business landscape.
Practical recommendations
Conduct a thorough assessment of your current innovation readiness, using tools such as the innovation maturity model and gap analysis.
Develop a detailed strategic plan to foster innovation, including clear objectives, resource allocation and specific timelines.
Implement systematic processes and methodologies to support innovation efforts, such as Design Thinking, Lean Startup or Open Innovation.
Invest in training and skills development for your staff so they can master innovation tools and approaches.
Cultivate an organizational culture that values and rewards innovation, encouraging creative thinking and risk-taking.
Ensure that leaders model the desired innovative behaviors and attitudes, acting as catalysts for change.
Continually measure and evaluate their innovation efforts, using appropriate metrics and adjusting their approach as needed.
Maintain a balance between a systematic approach and the agility needed to respond to a rapidly changing business environment.
Environments conducive to unlocking innovative potential
“The Innovation Master Plan” by Langdon Morris is an invaluable guide for any organization seeking to unlock its innovative potential in a systematic and sustainable way. By following the five-step framework and applying the tools and approaches presented, companies can create an enabling environment for continuous innovation and remain competitive in a rapidly changing business landscape.
Bibliography
Morris, L. (2011). The Innovation Master Plan: The CEO's Guide to Innovation. Innovation Academy.
Brown, T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. HarperBusiness.
Chesbrough, H. W. (2003). Open Innovation: The New Imperative for Creating and Profiting from Technology
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