Innovation as Cultural Achievement

Innovation has become a cultural object

Innovation as Cultural AchievementIn our society, innovation has become a cultural achievement: addressing consumers  in-depth expectations, it echoes functional, statutory, and hedonistic aspirations: some people talk about reenchantement, deriving from reality to access dream.

Are we talking here about filmmaking? No, that’s truly the approach demonstrated by innovation champion of the 2000 decade, Apple and its blockbusters: iPod, iPhone, iPad.

Design has taken a key role to inspire desire, facilitate interaction and strengthen differentiation, in a globalized world where competition knocks at your door: thanks to aesthetic and sensitive dimensions, beauty brings protection.

Timeless Beauty

Technology can become obsolete: today’s broadband is tomorrow’s narrowband. Nokia knows about the harmful consequences of technological focus on his lost leadership in the smart phones area. While, as Kafka explains: “who keeps alive the ability to detect beauty does not get old”.

Artists are at the heart of multiple new innovation forms, such as “digital creation“, and transmedia storytelling as described by Henri Jenkins: media platforms capacity and usage combine to the story to create a more immersive and interactive experience, a “storyworld”.

Like culture, innovation is knowledge circulation

New design frameworks have been crafted: they observe day to day life, capture in-depth feelings, record dreams, desires and ideals of a time period. Tim Brown (Ideo) named it “design Thinking”, and we’ve heard about the Living Labs. Innovation is humanism driven.

Unknown Object

C-K methodology is a way to create “unknown objects”, seeking for disruptive innovation, and sustainable differentiation.

Living innovation as a collective adventure is now required: at creation or development stages, or when seeking engagement from the company and its markets, the challenge is to manage the best access to know-how within the company and outside of its boundaries, and to streamline its  integrate in innovation on the move: project team is here to ensure knowledge circulation in short cycles, as detailed by Ikujiro Nonaka in its “Rugby Approach” since 1986 and by Christophe Midler in “Twingo, l’Auto qui n’existait pas” in 1993.

One for the Team

Openness of the corporation towards external partners and suppliers (opening the labs) is modeled by Henry Chesbrough in 2002 in its “Open Innovation” framework.  R&D laboratory can’t handle it alone: it does not master every technical and design skills that he has to acquire from the “innovation market”.

One also needs all sorts of processes, manufacturing, distributing, controlling, a multitude of relays stand to fill the gap between technology and market. The entire company has to commit into innovation, just like a movie is the result of the involvement and passion of all contributors credited.

Design “with”, rather than design “for”

We are familiar with innovation ecosystems nowadays : universities, R&D centers, technological platforms for exchanges, developers communities, the winning corporation is the one who manages optimal integration and attracts best skills and partnerships from outside. What would be the iPhone without the multitouch technology, coming from outside, the millions of AppStore applications, and the content available on its iTunes Store?

Innovation move to a collaborative design, open source and its millions of contributors being proven successes: Linux, Wikipedia, Mozilla.

Open Source Tags

It embraces co creation, involving customers in product design from idea generation to deliverables. It’s something that you find in transmedia storytelling where creators provide free space for participation in the story development.

“Design with, rather than for, open the door to cocreation, breath life into participatory aspects and rapid prototyping, and foster engagement on your innovation” claims story architect Lance Weiler.

By building an open collaborative platform instead of a finished design, you offer an area of freedom for creation, enabling internal or external development teams to build on your innovation, letting them bring on board your innovation intent, with the ownership to determine the final direction and finalize the end-user product.

Innovation carries acceptance: otherwise it stays on the shelf. Suggest an innovation intent through recomposable parts maybe more powerful than provide a finished design.

“To innovate is to change while remaining yourself”

To lead an innovation project, one needs to inspire trust, and have a strong faith in the first place. In “the knowledge creating company”, Nonaka recommends to find a metaphor and an analogy: metaphor is a symbol which drives imagination and starts creative processes, analogy is the next step which clarifies distinctions and solves inconsistency. Simon Sinek speaks of belief: “People don’t buy what you do, they buy why you do it: they buy what you believe”.

Innovation belief questions the corporate identity. If “Innovation is not denying the past” as Nietzsche said, it’s still the invention of a new model : innovation creates the new tradition. One had to go over the Minitel to roll out the Internet.

Then innovation meets culture twice, in the development of a renewed identity and in its collaborative approach: just like culture, innovation is never as strong as when it opens and connects.

Clearworks - Customers, Connections, Clarity

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Nicolas BryNicolas Bry is a Senior VP at Orange. He developed a strong experience in innovation management, creating digital business units with international challenge, and completed a professional thesis on rapid innovation at HEC Business School.

About Nicolas Bry

Senior VP at Orange Innovation, Nicolas sets up digital initiatives and innovation hubs, at executive committee level. Serial innovator, speeding-up innovation through Rapid Innovation model, and leveraging Open Innovation and Collaborative platforms. Editing RapidInnovation.fr, speaker at Innovation & Digital Events, European Commission ICT expert, and mentoring venture projects at HEC, and Stanford Ignite-X Paris. Tweets @nicobry
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4 Responses to Innovation as Cultural Achievement

  1. Thank you for the post and thoughts. I also follow Henry Jenkins and his work closely. Over the past three years I’ve had the pleasure of interviewing several individuals annually for Capture Your Flag that are part of the intersection of innovation + culture + design + storytelling. This is partly driven by my own intellectual curiosity around what are the driving factors, trends, and individuals that will inform how society, business, and culture changes as we move toward mid-century.

    Here is what I’ve learned from the interviewees:

    Bijoy Goswami has introduced me to the ideas of “scenes” – building upon Jane Jacobs as well as modern writing of Richard Florida.

    Simon Sinek has taught me not only about “Start With Why” but also about how relationships, friendships, and ideals will develop in a progressively digital world.

    Dan Street has brought the idea of hyperlocal community development to the forefront. This goes into both Bijoy Goswami’s talks about scene formation across many levels locally as well as what Florida discusses around the shift from a consumer culture to producer culture in context of the knowledge economy.

    Jon Kolko has pushed me to think differently about design thinking and more toward design living. I’d encourage you to read his latest blogs on “sensemaking” as next generation culture construct.

    Nina Godiwalla has brought some very interesting perspective into the inclusion and diversity talks that fits into an ever-increasing need to understand self and find meaning and security in a progressively fragmented yet digitally socialized world.

    Much of this ties into the work Jenkins and his teams / students have been doing at MIT and now at USC Annenberg.

    Looking forward to continuing the discussion!

    Erik Michielsen
    @erikmichielsen
    Founder, Capture Your Flag
    @captureyourflag

  2. Nicolas Bry says:

    Thks Erik, I will have a close look at Jon Kolko “sensemaking” post, and Nina Godiwalla perspectives. Have you something specific to recommand among her writings about “the need to understand self and find meaning in a digitally socialized world”?

  3. Pingback: Innovation as Cultural Achievement | Social Wizz

  4. Pingback: New Opportunities For Co-Innovation: Mobile and Social Media Platforms | InnovationManagement

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