One Key to Innovation
In 2011, more than half of all of Apple’s revenue will come from products that did not exist four years ago.
That’s impressive.
What amazes me about Apple is how it produces products that dazzle many of us over and over again. When I picked up my iPhone 3Gs last summer I thought – I don’t know how the phone could get any better. But Apple wasn’t thinking that at all…they were already working on the iPhone4 (and likely now are reimagining far beyond that). iPad lovers – be sure the iPad2 is already in development.
What generates innovation? The threat of decline and extinction can. Dying organizations often try to innovate…but frequently they fail. Why? Because a desperate grasping at straws rarely works. Secondly, a dying organization’s goal is often self-preservation. It isn’t truly about innovating or doing something that benefits others.
How do you create a culture where innovation thrives, where no one is satisfied with the status quo? I love these four principles Mark Federman outlines:
See what isn’t there. • Think what no one else can think. • Do what no one else dares to do. • Multiply your mind by giving it away.
To do that, you need to create a culture of risk and make failure a distinct possibility. Many people realize without risk there is no reward. But fewer of us are fans of the truth that with risk comes the distinct possibility of failure. You risk potential failure in at least two ways when you innovate:
- You risk failure publicly – the general consensus when the iPad was announced was that it was a dumb idea. Critics called it big iPhone that doesn’t fit in your pocket or make calls. But selling 2 million units in less than 60 days shut many of them up.
- You embrace failure privately – the public only sees the ideas that get legs. We can only imagine how many other ideas at Apple got tested and knocked down before the iPad or iPhone emerged out of the mix. To truly innovate, you need to embrace a multitude of ideas that don’t work before you find the one that might.
I know as the leader of an organization I can be tempted to thwart creativity in favour of what’s working. Bad idea. So this summer, we’re adding a question to our mid-year and year-end reviews of our staff: What did you try this year so far that failed? If the employee can’t name something, we’re going to ask them to risk more. You never get to true innovation without failure.
It’s hard to actually live on that edge. But you need to do it if you’re going to see what isn’t there, think what no one else can think and do what no one else dares to do. It also means you need to start celebrating purposeful failure when it happens.
At the end of the day, Apple’s only about iPhones and other cool things, but many of us have been entrusted with the kingdom of God. I live in a community where 93% of the population won’t be in church this weekend. When it comes to reaching families, we can do so much better. I think the church should be leading innovation. We don’t need to change the message. We just need to get so much better at living and sharing it. Sometimes I think if the church ran Apple, we’d still be trying to build momentum around the first generation iPod we designed over ten years ago…watching the declining market share and blaming consumers for not being as excited as they were about them a decade ago. We wouldn’t have produced any new ideas in the last decade…we’d just have one approach we were counting on to work forever. That’s not innovation.
What do you do that helps you stay innovative? How well do you embrace failure as a possibility? What are some of the barriers you see to becoming more innovative?