Large companies can innovate, but to do so they must consciously remain open to new actors or counterintuitively disrupt existing relationships to force the formation of new ones.
More disruptive innovation, please. That’s what I’m hearing increasingly both in clearly, passionately argued commentaries on blogs and in meetings and conversations with clients and peers.
The rising waters of the Great Disruption of the web, the connected world, is closing in on people, institutions and business models that thought they could get away with a bit of incremental innovation. Some digital this and innovation that, a tinker with the business plan and a Chief Blah Officer to show action and determination.
The smartest people I’m talking to these days are the ones pressing hardest for radical change. Backing their insight with investment, determination and open, can-do strategies. Increasingly, you want them to be the only people you are talking to, otherwise you’ll down with the listing vessels of the incrementalists. There’s no time left for half-measures and dippings of the metaphorical toes.
This isn’t a client-side thing – it’s an everyone, everywhere thing. Agencies should shudder when they are described by CEOs as “obstructionists”.
Throw caution aside. Embrace complexity and uncertainty. Dive in, or atrophy into irrelevance.
There’s more to say on this, I know. I’ll get round to saying it soon.