iNSIGHT

5 Specific Forces Powering Innovation Not Just in Creative Firms

Crayons and Whiteboards aren’t enough with distributed teams all investigating with the intent to demonstrate creative efficacy. What are the forces for creativity? Here’s 5. And a few more. 

Recently Fast Company detailed 5 basic steps for innovation (very much tied to New Product Development) to be grown in a firm. The Article “5 Forces that Power Exceptionally Creative Companies” leverage part of the work done at W.L. Gore, the makers and researchers behind Gortex. R&D at Gortex can be seen as the classic model of moving R&D to commercialization products in rapid succession and much like most firms focusing on this. What is interesting is how the 5 Forces model above focuses more on the advertising model. Regardless the suggestions seem appropriate if not an organizational blueprint – what a firm might be looking for in establishing divisions and output from R&D efforts. 

1) Gravity: restoring and maintaining
2) Tension: Embracing and Maintaining
3) Heat: Applying and Maintaining
4) Speed: Increasing and Maintaining
5) Generosity: Instilling and Maintaining. 

Oddly these are very reminiscent of an industrial factory model and not connected to the R&D models that are implemented by large scale enterprises able to produce 40% returns on 10% gross revenue investment in R&D. So how are they valuable? 

By understanding the core structures of the firm and the output expected, we see, as very well defined in Define[ing] A Creative Agency the types of firms and how they approach powering innovation: Thinking & Researching, Defining and Developing, Manufacturing and Communicating about the previous steps.

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