Enterprises big getting older is not meant to be pedantic? how can one really was renewed by both enterprises innovation? look at lean startup's father, Steve Blank's proposal.
Starting from a blank to build value and culture that start-ups have the luxury, both companies want to start (or restart) the innovation, it must reset existing and entrenched corporate culture. It is not easy to do, but cultural change fails, any of the company's innovation efforts will be in vain.
Company innovation is not just better technology, key acquisitions and clever talents and. Enterprise innovation culture fit and support. This often means the original corporate culture change. Persuade employees to give up the old values and beliefs is to accept the new challenge.
Enterprise Innovation is often held to authorize CEO the Board of Directors for all the intermediate was sent to employees by a series of memos, many posters and one-day seminars. This approach is usually created "innovation in cinema", there is little innovation.
Two consultants at McKinsey, Arthur Kennedy and Terry Deal has written a book, called corporate culture: corporate life of rituals and ceremonies. Points out in his book, every company has culture-culture was "our way of doing things in their own companies" for short. There are 4 basic elements of corporate culture:
Do everything of value/belief-enterprise philosophy
Story/myth-founders/employees to break through barriers, WINS new order story
Heroes are rewarded and celebrated, you're organization is how to be a hero?
-Company celebrated the ceremony what? how do you celebrate?
The power of corporate culture
When I set up third start-up businesses are beginning to understand the power of corporate culture. In the frenzied start-up values and fundamental beliefs are reflected in this sentence: "Marine Corps of Silicon Valley". If you are not interested in the sentence, then don't come. If this sentence were attracted to you, take out your strength to join it.
When I joined the company, the company has had a lot of "beat the impossible", "independent innovation" this type of story. Founder, from the development of the single circuit board size, configure the computers with the new Intel microprocessor started, developed to sell the operating system and Office workstations (PC), to the other company's story has become a legend. While the CEO "we are not interested in" single-handedly dragged the victory with 45 million dollars before the customer list.
Then each made a big celebration, and sale is treated as a hero. Matching the exaggerated sales in terms of engineering effort, the engineer was also used as a hero. Similarly, when marketers take a red-eye flight to support sales, also known as a hero.
Finally, after the order is completed there will be celebrations and ceremonies. Drums, CEO will send the money to you. Once he even painted with inspiring words on the walls in the hallways so that a new product on time delivery.
Even though my title, business cards and job descriptions describe my job function, but guiding me is these unspecified values, stories, heroes and rites.
Diagnosis enterprise culture
You don't need a company to make it to the culture technique. For example, when a company says, "we attach great importance to staff" but there was parking, special restaurants, a plethora of Executive Office, you know they are just talking about it. CEO can proudly boast of their incubator, incubator but if 5:15 P.M. in the parking lot was empty, and you'll understand what is their real values.
I understand a company's corporate philosophy, heroes and rites, more by drinking coffee and chatting at lunch, instead of reading corporate mission or those exciting poster hanging in the restaurant. In the company of first-order and second-order (Executive or expand their existing business model of the company), the protagonist of the story is a hero and rebel, they managed to do something new regardless of existing processes. Rituals tend to be restructuring, promotion of these companies, title, salary, and so on. Every entrepreneur will make ten start up mistakes
These core values and concepts, and the hero of the story, and ceremonies, also defines the roles of organizations who is important and who companies hope to attract. For example, if the company's emphasis on financial performance, above all, its stories, myths and rituals may tell a hero how to save 5% from the supplier for the company. And if the company focuses on breakthrough products, heroes, stories and ceremonies will talk about product innovation (such as Apple's Mac, iPod, iPhone saga).
Cracking the corporate culture
To be innovative, to crack the corporate culture of the company. The equivalent of psychological warfare against your own company. It requires a well thought out, designed to coordinate human and financial.
Assess employee understanding of current values and philosophy.
Communication needs of new values. Promote staff is hard to think in new ways, from thinking to new values and ideas.
In establishing a new culture at the same time, adjusting the company's incentive plan (pay, bonuses, promotions, etc), tipped to new values. If you cannot adjust the incentive plan, any cultural change is doomed to failure.
To wants to build innovation culture, company need hero and and those created has new of commercial mode, and new of products and won new customer of employees of story; on derived from crazy creative of new products line of story; or like stream to put best have team conveying to enterprise incubator of Manager as of hero; or accept used a acquisition products and will of into success of products line of sector Manager; or out of story found customer needs then development products to meet of and eventually became new sector of engineers team. Rites and rewards are needed to support such innovation.
Cultural changes are almost always encounter problems-subject to change (always), obsolete (the world has changed but our values have not changed), inconsistent (to duplicity of values). Incentive measures to strengthen cultural and change but will be able to do this.
Innovation culture result is unity of purpose that big companies can be passionate, agile rapid action.
Experience summary
Innovation requires a culture of innovation
Corporate culture including values, stories, heroes and rituals
Start-ups are zero-based set focus on the values and culture of innovation
Want to start (restart) both companies must restart the existing enterprise innovation culture-but the road has twists and turns.
Culture can be overcome
Crack need careful planning, need to meet a human and financial
50 times of innovation will be the result.
This is compiled from: VentureBeat.com
No comments:
Post a Comment