?? Now LIVE! ????? Braking Innovation Barriers with none other than Gijs Van Wulfen!
Alan Zettelmann, MBA, MBI, IMBB
Innovation Expert & Author of "Commanding Innovation". Business Growth, Strategy, and Digital Transformation Leader. ISO56001 & Data-Driven Innovation Management for future proofing & competitive advantage.
By Alan Zettelmann
Published on AHEAD OF THE CURVE INNOVATION PODCAST
Innovation is often celebrated but seldom understood in its full complexity. To delve deeper into the intricacies of fostering innovation within organizations, I had the pleasure of interviewing Gijs van Wulfen, a renowned innovation expert from the Netherlands and the creator of the FORTH innovation methodology. Our conversation shed light on the challenges companies face in innovating effectively and the strategies to overcome them.
From Frustration to Innovation Pioneer
Gijs began his journey in the fast-moving consumer goods industry, where he quickly encountered the obstacles that stifle innovation. "Every time we came back with new ideas, they said, 'No, no, no,'" he recalled. This frustration led him to consult for companies that were too late to innovate, often focusing on cost-cutting rather than growth. Realizing the need for a structured approach, Gijs developed the FORTH innovation methodology, an acronym for Full Steam ahead, Observe and learn, Raise ideas, Test ideas, and Homecoming.
"The big difference is it is not 'I' innovation; it is 'we' innovation," Gijs emphasized. By involving cross-functional teams in a 15-week journey, the methodology combines design thinking with business acumen to deliver concrete business cases ready for development.
The Wall of Innovation Barriers
Despite the effectiveness of methodologies like FORTH, innovation remains challenging for many organizations. Gijs identified 15 main barriers that form what he calls the "wall of innovation barriers." Chief among them is a lack of management buy-in, which he found to be the primary reason innovation initiatives fail. Other barriers include historical successes that breed complacency, organizational silos, fear of failure, and a short-term focus driven by quarterly results.
"Your enemy for innovation is inside; it's not outside," Gijs pointed out. Overcoming these barriers requires not just new ideas but a fundamental shift in organizational culture and mindset.
Timing Is Everything
One of the critical insights Gijs shared is the importance of timing in innovation. Contrary to the popular belief in continuous innovation, he argues that organizations should innovate when they are on the upswing. "At the moment your company grows, that's the moment you want to innovate," he said. This proactive approach allows companies to develop and introduce new products or services before market saturation and increased competition erode margins.
Building a Culture for Innovation
Changing an organization's culture to support innovation is no small feat. Gijs advocates for a hands-on approach where innovation becomes part of the organizational fabric through practice. "You create a culture for innovation by innovating," he stated. By involving team members from various departments in the innovation process, companies can foster a sense of ownership and collaboration.
He shared an example where team members from production and R&D interacted directly with customers for the first time. This exposure not only enriched their perspectives but also helped in developing solutions that directly addressed customer needs.
Becoming a Great Innovator
For individuals aspiring to drive innovation within their organizations, Gijs highlighted three key attributes:
"Be a facilitator," he advised. "When you change your role from a manager and a consultant into a facilitator, and you focus not on the innovators but on including the conservative people, then you become a much more effective innovator."
The Role of Standards: ISO 56000 Family
We also touched upon the ISO 56000 series, international standards for innovation management. Gijs sees these standards as a helpful framework for reducing uncertainty in the innovation process. "Integrating our new ISO innovation norm is wonderful, but it does not make you innovative," he cautioned. The standards can guide organizations in establishing processes, but the drive and creativity must come from within.
Final Thoughts
Innovation is not a solo endeavor; it's a collective journey that requires alignment, timing, and a conducive culture. Gijs van Wulfen's insights underscore the necessity of breaking down internal barriers and fostering collaboration across all levels of an organization.
As we concluded our conversation, Gijs left us with a motivating call to action: "Let's break those innovation barriers. Turn 'no' into 'yes' and make innovation happen together."
Watch the full AHEAD OF THE CURVE INNOVATION PODCAST on YOUTUBE link: https://youtu.be/ihctnhU1bH8?si=wmNwq5ScoN-Ed2ZB