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What Companies Need to Innovate for Better GrowthInnovation has long been the backbone of growth for businesses that aspire to maintain relevance and competitive edge in an ever-evolving market. However, it’s not simply about coming up with new ideas. Innovation requires a structural transformation within the organization, one that runs deeper than surface-level modifications. It calls for the alignment of leadership, culture, and processes to create an environment where new ideas can flourish. So, what exactly do companies need to innovate for better growth? Let’s dive deeper into this question, taking a comprehensive look at the steps that organizations must undertake to ensure that innovation becomes a natural and ongoing process.
The Role of Leadership in Innovation
First and foremost, it is essential to recognize that any innovative strategy is unlikely to succeed if the organization’s leadership does not have the right skills or mindset. This is because leadership sets the tone for the entire organization. If the top executives are not driving innovation forward, it will struggle to take root. Companies need leaders who are not just managers but visionaries. They need to be individuals who are comfortable with risk, who can navigate ambiguity, and who understand that failure is often a stepping stone to success.

General Management as Innovation Drivers:
General management and its team of managers must be the primary drivers of innovation within the company. They need to prioritize innovation as a strategic goal and ensure that all company activities align with this objective. A significant part of this involves focusing on the customer. At its core, innovation is about solving problems in new ways, and the most pressing problems that businesses face typically revolve around their customers. Therefore, companies need to keep the customer front and center when devising innovative strategies.

When leadership prioritizes innovation, it sends a clear message to the entire organization. This message says, "Innovation matters here." It tells employees that creativity and forward-thinking are valued, which is crucial for fostering a culture of innovation. Leaders also need to back up this message with actions. This means allocating resources—both time and money—to innovation efforts and being willing to experiment with new ideas, even if those ideas don't always succeed.
Employees as Catalysts of Innovation
While leadership is crucial, the people who generate ideas—the employees—are equally important in the innovation process. Employees are often the ones closest to the problems that need solving. They interact with customers, engage with products, and deal with inefficiencies on a day-to-day basis. Therefore, they are in a unique position to contribute valuable insights that can drive innovation forward.

Culture Transformation Through Employees:
For employees to be effective innovators, however, the culture of the organization needs to support creativity and experimentation. In many organizations, employees might have the traits needed for innovation, such as creativity and problem-solving skills, but they are not given the time, resources, or encouragement to implement those ideas. Innovation can’t simply be an add-on to employees’ existing responsibilities. Instead, it needs to be integrated into their daily work. Employees need to feel empowered to explore new ideas without the fear of failure hanging over their heads.

One of the biggest challenges in fostering innovation is the need to transform the mindset of the entire organization. This isn’t a simple task. People are often resistant to change, and getting everyone on board with a new way of thinking takes time and effort. But it’s a crucial step in the innovation process. Companies need to create an environment where employees feel comfortable experimenting, even if that means making mistakes along the way. Mistakes, after all, are often where the best learning happens.

Adapting Processes, Spaces, and KPIs for Innovation:
To promote innovation, companies must adapt not only their culture but also their processes, spaces, and key performance indicators (KPIs). This means creating physical and digital spaces that encourage collaboration and creativity. It also means rethinking how success is measured. In an innovative company, success shouldn’t just be about hitting traditional KPIs like revenue or customer acquisition. It should also be about learning, experimentation, and improvement. Employees should be rewarded for coming up with new ideas, even if those ideas don’t always work out as planned.

When organizations give employees the freedom to innovate, they need to ensure they’re also providing the necessary resources to make innovation successful. This means giving employees the time to work on new ideas, the tools to bring those ideas to life, and the support needed to see those ideas through to completion. It’s one thing to encourage employees to be creative, but if they don’t have the resources to implement their ideas, that creativity won’t go anywhere.
The Trial and Error of Innovation
Innovation is rarely a straight path. Instead, it’s a process of trial and error. Companies need to be prepared for this. This means that leadership must be open to new learning opportunities, which often come from making mistakes. When an organization fosters a culture where mistakes are not just tolerated but viewed as part of the learning process, employees are more likely to take the risks necessary to innovate.

Learning from Mistakes:
One of the key elements of a successful innovation strategy is learning from mistakes. When employees feel they can make mistakes without fear of negative consequences, they are more likely to take the risks necessary for innovation. This is why it is so crucial for leadership to foster a culture that encourages experimentation. By allowing employees to fail and learn from their failures, companies can create an environment where innovation can thrive.

However, this does not mean that companies should accept failure without learning from it. Innovation is a continuous process of improvement, and each failure should be seen as an opportunity to learn something new. When companies approach innovation this way, they can make continuous improvements that lead to better products, services, and processes.

Commitment to Projects and Allocating Resources:
Commitment from leadership is also crucial when it comes to implementing innovative ideas. Without the necessary time, resources, and support, even the best ideas will struggle to take off. Companies need to be willing to allocate the necessary resources to see innovation projects through to completion. This means not only investing in new technologies or processes but also investing in the people who will drive innovation forward.

Leadership should also be willing to commit to innovation for the long haul. Innovation is not something that happens overnight. It takes time for new ideas to develop, for experiments to be conducted, and for new processes to be put in place. Companies need to be patient and allow the innovation process to unfold naturally.
Designing Projects that Drive Innovation
One of the most effective ways to harmonize a company’s culture with its innovation goals is to design specific projects that solve real business problems. When a company identifies a particular challenge, it can then focus its innovation efforts on finding new solutions to that problem. This gives employees a clear goal to work towards and allows them to see the tangible results of their innovative efforts.

Tackling Real Business Problems:
Designing innovation projects around real business problems also helps to align the entire organization around a common goal. When everyone in the company is working towards solving the same problem, it creates a sense of unity and purpose. This, in turn, fosters collaboration between departments and encourages employees to think creatively about how they can contribute to the solution.

By focusing innovation efforts on specific business problems, companies can ensure that their innovation strategies are not just about coming up with new ideas for the sake of it. Instead, they are about solving real problems that will help the company grow and succeed in the long term.
Benefits of a Transversal Perspective
When it comes to innovation, there are different types of approaches that companies can take. Innovation can be incremental, where small changes are continuously made to improve existing processes or products, or it can be transformational, where entirely new businesses or processes are developed. Both approaches have their merits, but the key is to ensure that innovation is not siloed within a single department. Instead, it should be a transversal effort that involves all areas of the company.

Incremental vs. Transformational Innovation:
Incremental innovation is often seen in digital transformation efforts. Companies make small, continuous improvements to their existing systems, which eventually add up to significant changes over time. This type of innovation is essential because it allows companies to stay competitive in a rapidly changing market. However, transformational innovation is also crucial. This type of innovation involves developing entirely new products, services, or business models, which can open up new revenue streams and help companies stay ahead of the competition.

The Power of Transversal Innovation:
While both types of innovation are important, transversal innovation is often the most beneficial for companies. This approach involves unifying all departments around a common innovation goal, rather than limiting innovation efforts to a single area of the company. When innovation is transversal, it becomes a part of the company’s DNA. Every department, from marketing to technology to business development, plays a role in driving innovation forward.

A report titled “Profile of the Innovator in Mexico,” conducted by the consulting firm KPMG in 2022, highlights the importance of transversal innovation. According to the report, departments such as Marketing (14%), Strategy (17%), Technology (23%), and New Business Development (44%) are typically the ones most involved in innovation projects. However, for innovation to be truly effective, it needs to involve all areas of the company. This means breaking down silos and encouraging collaboration across departments.

When all departments are involved in innovation efforts, it creates a culture where everyone feels responsible for driving the company forward. This, in turn, encourages employees to think creatively and come up with new ideas that can benefit the entire organization.
Creating a Purpose-Driven Innovation Culture
For innovation to be successful, it’s not enough for employees to simply go through the motions. They need to understand the purpose behind the innovation efforts and feel genuinely invested in the outcomes. When employees understand why innovation is important and how it will benefit both the company and themselves, they are more likely to be engaged and committed to the innovation process.

Understanding the Purpose of Innovation:
One of the key elements of a successful innovation culture is ensuring that all employees understand the purpose behind the innovation efforts. When employees understand why the company is focusing on innovation, they are more likely to be motivated to contribute. This means that leadership needs to communicate the company’s innovation goals clearly and regularly.

Understanding the purpose of innovation also helps employees see how their individual efforts contribute to the company’s overall success. This creates a sense of ownership and responsibility, which can be a powerful motivator. When employees feel like they are a part of something bigger, they are more likely to put in the extra effort needed to drive innovation forward.
Conclusion: Embedding Innovation in the Company’s DNA
Innovation is not a one-time effort. It is a continuous process that requires ongoing commitment from leadership, employees, and the entire organization. For innovation to become a part of the company’s DNA, it needs to be embedded in the company’s culture, processes, and values. This means fostering a culture of experimentation, encouraging collaboration across departments, and providing employees with the resources and support they need to bring new ideas to life.

Leadership and Culture as the Cornerstones of Innovation:
At the heart of any successful innovation strategy is leadership and culture. Leadership needs to set the tone for innovation by prioritizing it as a strategic goal and providing the necessary resources to make it happen. At the same time, companies need to create a culture that supports innovation by encouraging experimentation, collaboration, and learning from mistakes.

A Continuous Flow of Innovation:
Innovation should not be a one-time project. Instead, it should be a continuous flow that runs through every department and every level of the organization. When innovation is embedded in the company’s culture, it becomes a natural part of the way the company operates. This, in turn, drives long-term growth and success.

In conclusion, companies that want to innovate for better growth need to focus on creating a culture that supports innovation at every level. This means empowering employees to experiment, fostering collaboration across departments, and providing the necessary resources to bring new ideas to life. When companies take this approach, they can create a culture of continuous innovation that drives long-term growth and success.