Why Focusing On Your Product Is Killing Your Innovation

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Hey there, innovation champions!

Let’s talk about a mindset shift that’s causing big waves in the tech world: focusing on process over product.

Now, I know what you’re thinking. “But Melissa, isn’t the product everything? Isn’t that what we’re here to create?”

Bear with me here. This isn’t about ignoring the end result. It’s about unlocking the true potential of your team and creating better products as a result.

Remember when you were a kid, totally absorbed in building a LEGO tower? You weren’t thinking about the finished product. You were in the moment, enjoying the process of creation. That’s the energy we’re tapping into.

In the world of tech, we’re trained to focus on deliverables, milestones, and launch dates. And while those are important, this laser focus on the end product can actually stifle innovation.

That’s where “Think process, not product” comes in. It’s one of the key guideposts from my book,?The Creative Sandbox Way?, and it aligns beautifully with my Create the Impossible? framework:

1. Play Hard: Embrace the joy of exploration in your process.
2. Make Crap: Allow for imperfection and experimentation along the way.
3. Learn Fast: Use every step of the process as a learning opportunity.

This approach is a game-changer for tech teams, shifting focus from just the end product to the entire journey of creation.

Here’s how it works:

1. Embrace the journey: Encourage your team to find joy in the process of creation, not just in hitting milestones.
2. Value learning over perfection: Every “failure” is a data point, bringing you closer to innovation.
3. Foster curiosity: Ask “What if?” questions throughout the development process. You might stumble upon unexpected breakthroughs.
4. Celebrate the attempt: Recognize team members who explore new processes, regardless of the immediate outcome.

I’ve seen this principle transform individuals from product-obsessed creators to passionate innovators who love the journey. The potential for tech teams is enormous.

Imagine a dev team that’s been stuck in a cycle of rushing from one product launch to the next, burning out fast. By implementing the “Think process, not product” principle, they could create an environment where exploration and enjoyment of the process become part of their culture. This could lead to not only improved team morale but also more innovative features and products.

Now, I’m not saying to throw deadlines out the window entirely. We’re still talking about tech here, after all. But by shifting focus to the process, you’re actually paving the way for better products and a more engaged, creative team.

So, here’s your challenge: This week, try introducing “Think process, not product” in one of your team meetings. Create space for exploration and see what happens. You might just be surprised at the creativity you unlock.

Remember, in the world of innovation, the journey is just as important as the destination. Let’s Create the Impossible? together!

Ready to revolutionize your team’s approach to innovation??Book a call with me, and let’s chat about how we can unlock your team’s full potential.

Stay curious, stay playful, and keep embracing the process!

A version of this article originally appeared on the blog at melissadinwiddie.com.

About Melissa Dinwiddie, M.Soc.Sci.

Innovation Strategist | Keynote Speaker | Author

I help leaders and organizations Create the Impossible? through my unique 3-step process. Drawing on my multifaceted creative background—from Juilliard-trained dancer to professional artist to jazz singer—I bring a fresh perspective to the tech and corporate world, empowering even the most analytical minds to unlock their creative potential and drive breakthrough innovation.

My innovative approaches, which form the basis of my Create the Impossible? framework and Creative Sandbox Way? principles, have contributed to transforming teams at Google, Facebook, Uber, Salesforce, Stanford, and more. Through interactive, playful keynotes and workshops, I help build cultures of thriving innovation using the same principles that help artists create works of enduring impact.

Ready to supercharge creativity and ignite innovation in your organization? Here's how we can connect:

1. Assess Your Innovation Culture: Take my FREE 10-minute Innovation Culture Assessment.
2. Explore The Creative Sandbox Way?: Download the first 50 pages of my acclaimed book.
3. Create Your Impossible: Book a complimentary Impact Assessment call to discover what's possible for your team.

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