In his recent blog Anthill editor James Tuckerman touches on a topic we whole heartedly agree with!

There is an urgent need to actually focus on understanding the customers need first and validate the bejesus out of that, before anyone spends any more on stuff that no one wants. What is needed is a total market focus and the ability to validate and quantify this, prior to jumping to ideas (and technology solutions). Which I am pleased to mention is what we do!

Our perspective is that this focus on ideas and technology has over time eroded many company’s confidence in innovation. So in order to reduce risk and increase success they need the evidence, facts and reason to support innovation.

In our work with some leading Biotech and IT&C companies we seek to drive alignment between market need and solution development and as a result, assist them to optimize product/service design and maximize investment payback.

I know it ain’t sexy Mr Bond, but it will help you get the girl.

So to your question, is the innovation industry ready to make the move? Sadly, we have yet to see the evidence to think that it is.

All you need to do is attend some of the innovation forums that are around to hear a completely myopic and dangerous focus on idea generation - the technology focus you speak of -rather than opportunity identification. It’s a like a flash back to the early 80’s. Have we not learnt anything? This focus on ideas, ideas and ideas is ultimately pointless. Idea generation is the crack cocaine of innovation! An easy quick hit, makes you feel all warm and fuzzy, but ultimately leaves your organisation paralysed and vulnerable.

As we touched on in our recent blog.cogentum.com.au the challenge in innovation is identifying where untapped value lies and a result knowing what to come up with ideas for. And James, here’s the good news, some companies are starting to do it!

If Australia really wants to make its presence felt on the world stage and be known as centre for innovation excellence, the sooner it kicks the ‘fuzzy idea generation’ habit the better.

Michael R Johnson