Innovation - the deliberate initiation of change to
create a business benefit
This can involve development of new products and
services or new business processes - and these two aspects are often
The first step of innovation is generating the creative
concept. This requires a "divergent" attitude of mind -
to view business opportunities and issues from a new perspective.
Specific creativity tools and techniques can help at this stage.
The outcome is a concept to be implemented in the business. Often
this concept is surprisingly simple (and therefore often the most
The second step of innovation is making it happen -
implementation. This requires a receptive culture and dynamic
leadership with a pragmatic focus. This step is about
"converging" the concept into the reality of a business
Innovation is often mistakenly associated solely with
creativity. Many organisations purporting to offer innovation
programmes, in fact only provide support with this first step. DNA
Global ensure congruence and follow through with the whole
innovation process. We achieve this by simultaneously working to
develop skills and attitudes of your people, hand in hand with practical
innovation of the business. As we support you to develop a new
product or service, or improve business processes, so we develop new
skills and attitudes in your people to embed innovation
into the culture of your organisation.
Our approach has been particularly successful when we
have implemented an innovation programme fully within a department or
strategic business unit, developing such a department or unit to behave
as an entrepreneurial business in its own right.
Our innovation programmes are tailored exactly to your
business circumstances and delivered jointly with the support of
selected key players in your organisation. This promotes ownership by
your organisation - those involved in the programme perceive it as an
internal rather than external initiative.
DNA Global supports you to realise Paradigm
innovation of your business rather than incremental improvements.
Illustrative Business Innovation
Factors Promoting Organisational Innovation