Innovation is a Bad Word
Do you remember when you first heard the word “innovation” in a sentence? Probably not.
Do you remember when you last heard the word “innovation” in a sentence? Probably yesterday, and it probably wasn’t in the context of something that was actually innovative.
Merriam-Webster defines innovation as “a new method, idea, or device” and as “the introduction of something new.” Ironically enough, for a word that has to do with novelty, it sure gets overused. A quick LinkedIn search on the hashtag #innovation produces 6,043,993 results – are we really that innovative or have we lost sight of its meaning?
In this post, I’m going to make a case for removing the word “innovation” or “innovative” from the list of things your startup must be, give you the tools to stress test your ideas for novelty, and provide strategies to come up with new ones.
You don’t need to be innovative
There is a misperception that startups need to be innovative. Read that carefully.
A lot of founders believe that they need to create something no one has ever heard of before to hit it out of the park, but this isn’t always the case. A lack of disruption shouldn’t hinder you from launching an idea you are passionate about. Success doesn’t always come from being the shiny new toy.
Consider Facebook for example – while the technology and implementation of the platform was innovative, the core idea was an age-old story: keeping up with friends and family. The value Facebook provides isn’t the “Stories” feature or the creation of the new “Care” emoji, it’s the ability to reach people far and wide.
Polaroid is another great example. If you used a Polaroid camera in the 80’s and the 90’s, flashbacks to big hair and neon leg warmers remind you that “instant film” is not a new concept. And yet, the Polaroid camera has seen a resurgence in the past decade because it has capitalized upon nostalgia its customer base feels for an era they weren’t even alive for!
This isn’t to say that innovative companies don’t exist – Apple and Microsoft were historically innovative, and companies like Healthy.io (a startup that uses computer vision to turn smartphone cameras into diagnostic tools) have seen success because it makes sense for them to think outside the box.
In the end, success is not about being the most interesting or unique – it’s about being the most valued.
I swear I’m not like everyone else, though!
If you still really believe your idea is one-of-a-kind, ask yourself these questions to vet if that’s actually true?
Does the idea feel impossible? If the idea feels too easy, chances are, someone’s already done it or is working on it. A quick Google search can help you figure this out. Your idea should be attainable, not a piece of cake.
Are you building on someone else’s existing idea? While this may be considered innovative in an academic research context, if building on someone else’s idea doesn’t have the potential to disrupt their whole industry or business model, it’s likely not that innovative.
Does a different idea exist that solves the same problem? If the answer is yes and your idea doesn’t solve that problem more efficiently, it’s likely not that innovative.
Seriously consider these questions – they force you to face and address the innovativeness of your idea.
Coming up with creative ideas
If you think it’s important for innovation to be embedded into your company’s DNA but don’t have a creative idea, try incorporating the following into your routine:
Embrace boredom – One study actually found that boredom allows the mind to wander and enables creativity and problem solving.
Pay attention – Do you listen when people talk or wait for your turn to speak? True listening can reveal universal truths that later become insights.
Think inside the box – Constraints can often birth creativity. Professor Rom Schrift at the University of Pennsylvania is an advocate for “using the box” rather than trying to escape it. You can read more about his thinking here in the Philadelphia Inquirer article,Limits are key to business creativity, Wharton prof says.
Now what?
Does this mean you can never use the word innovative again? Not at all.
I only urge you to change your perspective. Think twice before you use the word, hold yourself to a higher standard, and watch the quality of your ideas transform.
Warmly,
Anne Stamer
President and CEO
Stamer Coaching & Consulting