Innovation Payback - Think Holistically

In "Innovation Payback" on her TRIZ for the Real World blog, Ellen Domb has published a review of Payback: Reaping the Rewards of Innovation by James P. Andrew and Harold L. Sirkin.  Ellen observes the recent trend to draw a line dividing creativity and innovation to refer to the human and business sides of the equation.  In closing her commentary, she notes that she work on the side of the equation that the authors say is not a problem (“research says that there are plenty of good ideas, the problem is making money”).

This book sounds like an interesting read.  But, I don't feel comfortable with the dichotomization of innovation into the domains of the human and business side.  All too often in an attempt to simplify complex issues, people fail to understand issues properly because they eschew a more holistic view.  Very often, this seems to be the case in the world of innovation.

The human and business sides of the equation are inexorably linked.  One can not find an allopathic approach for one side of the equation with out considering the whole system.  (This is, after all, part of what TRIZ thinking teaches us; right, Ellen?)

There is no surfeit of good ideas that designers and engineers are burdened with.  If there were, the conversion rate of ideas to successful product would be much greater than it is.  The management of the business side of the equation must be linked with the creative side of the innovation cycle.  When the symbiotic relationship between the two sides of innovation is denied, success can not be achieved.

Comments

[Ellen Domb]

Hi, Jim: I agree completely. It is interesting to see a book that says we are wrong zoom to the top of the business bestseller list (number 6 this week) It does have a lot of good stories.

Comment on your blog re capturing design intent: See the work by Tony Ulwick, Rick Norman and other in Strategyn, www.strategyn.com--several downloadable papers. Depending on your point of view, they have made significant improvements in QFD, or have destroyed QFD--anyhow, I think that it is a very effective way to "capture" the customers' needs.

[James Todhunter]

Hi, Ellen:

I think the fact that such a book makes a strong appearance on the charts says more about the level of interest in innovation than it says about the book. Of course, there is a very timely post over on Endless Innovation suggesting that business books on the best seller list could benefit from some innovation. I agree completely.

As to the folks you mention in your comment, I have seen their website. I think they have some interesting ideas, but I really think their innovation process model is seriously flawed (at least as it is depicted on the web site). Hmm, this could be an interesting topic for a future post.