News for the Hospitality Executive |
Innovation Magic - The Secret Revealed
by Jim Hartigan December 7, 2011 In my discussions
with business leaders across multiple industries the need for
“Innovation”
seems be in vogue these days. I don’t
know if it is a sign of the recovering economy and the results of
cutbacks in
R&D during the downturn, or if innovation is just the newest
buzzword or
fad following the likes of “synergy,” “band-width,” “transformational,”
and my
personal favorite “out of the box.” As I
began to hear the word “innovation” used more and more in
conversations, it
sparked a desire (dare I say obsession) with a need to know more.
Now, I am no stranger to innovation. In fact, I have enjoyed
participating in a
number of truly innovative initiatives over the years including the
reinvention
of the Hampton brand called “Make it Hampton” and the conceptualization
of the
Home2 brand during my time at Hilton Worldwide.
So, my study on the topic was based on some real world experience with
the concept. After reviewing the most recent
literature on the subject, studying some of the current best
demonstrated
practices, and mixing in my own past experience, I am convinced more
than ever
that “innovation” is not magic – at least to the magicians. I say
that innovation is not magic because
there is a process by which any organization can systematically become
more
innovative. The magic, of course, is in
the execution of the process.
First, let’s look at a
definition. Innovation is “the creation of better or more
effective products, processes, technologies, or ideas.”
Innovation is NOT the same as invention. Innovation takes what is
there and makes it
better. Invention is the creation of the
idea or method which did not previously exist.
Invention is more truly magic, while innovation is more like
illusion. Innovation, since it uses
existing products, processes, technologies, or ideas as its foundation,
is
quite well suited for a process or methodology.
The key to successful
innovation is to be “Outcome
Focused.” Focus on improving customer
outcomes at key touch-points the customer has with your product or
service by
focusing on understanding exactly what your customers wanting to
accomplish
(the benefits) at a given touch point with your product or service and
discovering ways to improve how the customer obtains these benefits and
what
their feelings, emotions, etc. are at the outcome.
As such, I submit to you the following 7 step methodology of innovation:
Until next week remember – Take care of the customer, take care of each other, take care of yourself! About the Author: Jim Hartigan, Chief Business Development Officer and Partner joined OrgWide Services, a Training/e-Learning, Communications, Surveys and Consulting firm in April 2010 after nearly 30 years experience in the hospitality industry, including the last 18 as a senior executive with Hilton Worldwide. Jim’s last position was that of Senior Vice President – Global Brand Services where he provided strategic leadership and business development and support to the $22B enterprise of 10 brands and more than 3,400 hotels in 80 countries around the world. His team was responsible for ensuring excellence in system product quality, customer satisfaction, market research, brand management, media planning, and sustainability. |
Contact: Jim Hartigan Chief Business Development Officer & Partner OrgWide Services 165 N. Main Street, Suite 202 Collierville, TN 38017 office: 901.850.8190 Ext. 230 mobile: 901.628.6586 [email protected] www.orgwide.com |