What Really Causes Most Internal Innovation Teams to Fail

Let's face it: innovation is required if you want to stay in the game.

But here's the kicker - many companies are tripping over themselves without even realizing it.

How? By having teams that are inadvertently pulling in different directions, despite their best intentions.

The result? A hot mess of wasted time, money, and missed opportunities.

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The failure starts with not being aligned on the "why"

Picture this:

People in your organization are assigned to "innovation projects" and getting work done, but it doesn't feel like they're making any traction. Each project is siloed and each person has their own idea of what innovation means for your company.

Sound familiar?

This lack of alignment is a recipe for disaster, leading to frustrated employees, confused customers, and a whole lot of wasted potential.

Let's talk about what you can do to get yourself out of this scenario.

What you'll learn

• The telltale signs that your innovation efforts are heading for a face-plant
• How to figure out your innovation "why" and where to focus your energy
• Some tactics to get your team on the same page (finally!)

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Symptoms caused by misalignment

Lack of direction

• Unclear Goals: Ever feel like your team is playing a game of innovation pin-the-tail-on-the-donkey? That's what happens when no one knows what they're aiming for.
• Misaligned Priorities: It's like everyone's rowing in different directions - you might be moving, but you're definitely not getting anywhere fast.

Inefficient use of resources

• Wasted efforts: Imagine pouring your heart and soul into a project, only to realize that the market doesn’t find it useful at all. Ouch.
• Duplication of efforts: When teams are working in silos, you might end up with two (or more!) groups reinventing the same wheel. Talk about inefficient.

Poor team morale

• Confusion and frustration: Nothing kills motivation faster than feeling like you're on a hamster wheel, running hard but getting nowhere.
• Lack of ownership: When people don't see the big picture, they're less likely to take the ball and run with it. Result? A lot of finger-pointing and shoulder-shrugging.

Ineffective innovation process

• Missed opportunities: You know that saying about not seeing the forest for the trees? That's what happens when you're not clear on your innovation strategy.
• Short-term focus: Sure, quick wins feel good. But if that's all you're after, you might as well be building a house of cards.

Inconsistent customer experience

• Disjointed offerings: Imagine going to a restaurant where the appetizer, main course, and dessert seem like they're from different planets. That's what your customers feel when your innovation isn't aligned.
• Reduced customer satisfaction: Nothing says "We don't really get you" like products or services that miss the mark entirely. Your customers don’t feel heard at all.

Strategic misalignment

• Failure to achieve business goals: You might be working hard, but you're not getting closer to the finish line. It's like trying to win a marathon while running in circles.
• Inability to adapt: Sluggish adaptation in today's dynamic market means you're always a step behind. That's not a recipe for success.

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Choosing the Why: Effective innovation in logistics

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Why Theme #1: Support the core business

You want to make your existing business better? Smart move.

Here's how to do it without reinventing the wheel:

Streamlining operations

What proven technologies can you actually leverage to help with this? Think AI and IoT, but not just because they're buzzwords. Use them to make your routes smoother, your inventory smarter, and your warehouses slicker.

Enhancing customer experience

Give your customers the power of real-time tracking and personalized options. It's about making them feel like insiders in your logistics operation.

Sustainability initiatives

Going green isn't just trendy - it's necessary. Think eco-friendly solutions that make Mother Nature (and your customers) smile.

Example

A logistics company uses customer feedback to develop a mobile app that allows users to manage shipments on the go, significantly improving customer satisfaction and engagement.

Why Theme #2: Bring a new venture to market

Considering expanding beyond your current logistics operations? Want to build something new?

Let's explore some effective strategies for growth:

New market entry

Look for the gaps in emerging markets. Be the solution people didn't even know they needed. Or maybe there is a clear cry for help and no one has solved it yet.

Developing new technologies

Autonomous vehicles and blockchain aren't just for sci-fi movies anymore. They could be your ticket to transforming a sector of the industry.

Creating spin-off ventures

Sometimes, the best ideas need room to grow. Consider launching a separate unit that can dance to its own beat. That's where spin-off ventures come in. These are separate business units or companies that stem from your main organization but operate independently.

Why consider a spin-off?

It allows you to:

• Explore niche markets without disrupting your core business
• Move faster and more flexibly than a larger organization
• Attract specialized talent and potentially different investors
• Test new business models with less risk to your main brand

Spin-off venture example

You might create a spin-off to focus on last-mile delivery using drones. These ventures can operate with their own culture, goals, and strategies, while still benefiting from the resources and expertise of the parent company.

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How to align your team on the Why

Once you have defined your Why, now it's time to spread the word and get a process in place. Here are some simple ways to get started to create alignment.

Communicate the vision

Clearly articulate the purpose of your innovation efforts. Are you looking to enhance your core offerings, or is there a new market opportunity you want to seize?

Establish an Innovation Theory

Write it down and define it as concisely as possible, but provide the necessary context for the drive and motivation. Think about how the company’s innovation practice can persist through multiple rounds of turnover in management and churn.

Define your case innovation and your theory of where the company’s expertise, experience, network, customers, and capabilities overlap.

Involve stakeholders

Engage key stakeholders across departments to ensure everyone understands the strategic goals. This could include management, product teams, customer service, and even customers. Agree on how you will discover, decide, and test innovation opportunities over time.

Set clear objectives

Define specific, measurable objectives that align with your innovation goals. This helps teams focus their efforts and track progress.

Foster a culture of collaboration

Encourage cross-functional collaboration and open communication. Diverse perspectives can lead to more innovative solutions and stronger alignment on objectives.

Provide resources and support

Ensure teams have the necessary resources, training, and support to pursue innovation. This includes access to technology, data, and customer insights.

Regularly review and adapt

Innovation is an ongoing process. Regularly review your goals and strategies to ensure they remain aligned with market changes and business objectives.

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We can help get your team aligned

Uniting your team around the 'why' of innovation isn't a luxury - it's the essential ingredient that transforms good companies into great innovators.

So, are you ready to get your team on the same page and start innovating like you mean it?

Schedule a free consultation to see how Intermode can help your team get aligned on the why and start innovating.

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