Most organizations use some model of an innovation funnel to convey concepts to life. It begins with numerous concepts on the entrance finish after which launches no matter survives all the way in which to the again finish.
But this Darwinian strategy of bringing concepts to life doesn’t essentially result in survival of the fittest concepts. If we’re not cautious, the innovation funnel results in survival of the most secure concepts.
Organizations are good at recognizing dangers. In an effort to enhance success charges, organizations are inclined to put sharper tooth within the funnel.
As concepts run the organizational gauntlet, they’ll get pruned, sheared, formed, and watered down past recognition. On the way in which, they’ll lose the essence of the thought. They could lose their level of distinction and purpose for being.
A various staff can polish an concept and make it stronger. Silo considering can sand the sides and make the thought weaker.
The trail of least resistance is to play it secure. However taking part in it secure could be dangerous — resulting in “me to” merchandise, undifferentiated knock-offs, and extra of the identical.
We are able to’t break by the litter by including to it.
Listed below are just a few associated cartoons I’ve drawn through the years (beginning with one of many very first cartoons I drew, again in 2002):
“If advertising stored a diary, this could be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs