helps drive customer spend and generate sustainable and profitable shareholder returns.
So, if the above is what innovation is there to deliver then it’s absolutely part of your job! Innovation is more of a mind-set, more of a cultural thing than a specific process solely linked to the creation of new products.
Innovation should be the underlying current that flows through an organisation, which means it should be a natural part of what you do. My perspective is that ‘innovation is a by-product of being exceptional’ and that unless we strive to be outrageously good at what we do the chances of us being truly different, innovative and world-class are remote.
So, if being absolutely outrageously good at what we do as individuals, teams or companies drives innovation then ask yourself is that part of my job or is being average good enough? However, I’ll fight in the employees’ corner for a second, as it can’t all be down to them. Creating the right culture and engagement that inspires people to want to be exceptional is the key and that falls squarely on the MD or CEOs desk! Innovation should be embedded in the very fabric of an organisation as fundamentally it’s about thinking
36 entrepreneurcountry
and doing things differently in order to push further and faster forward. Competitors can easily copy products and services but what’s almost impossible to copy is how you do what you do and that makes it a sustainable point of differentiation!
You need to redesign the traditional business model, as the hard metrics of control and delivery are no longer the main drivers of shareholder value, people are! So if you’re the MD or CEO, from now on I want you to think of yourself as being in the people business! You’re new mission in life is to create a talent-rich, entrepreneurial community, collectively passionate about what you do and how you do it. You need to create a desire in your people to move away from average and head towards exceptional.
To do that you’ve got to start some fires burning in people’s bellies, you’ve got to start using different language and you’ve got to get passionate about what you do and how you do it. So, MDs, CEOs take note and for all employees out there show this next bit to your MD/CEO.
Instead of three golden rules I’m going to give you my three golden emotions of business.
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