Innovation hype

'Companies throw the term "innovation" around but that doesn't mean they are actually changing anything monumental,' writes Leslie Kwoh in "You Call that Innovation?"  Now that this has made the Wall Street Journal, "innovation" has probably reached peak of what the Gartner group calls the "hype cycle," and is likely headed for the "trough of disillusionment." But for those who follow trends, this should be no surprise.

For example, gack in the early 2000s, IBM analyzed the attributes its major competitors were communicating and EVERY one had innovation as part of a tag line (anyone who came close to an airport in those days will remember Accenture's "Innovation. Delivered." ad featuring Tiger Woods, which quickly became "High Peformance. Delivered.")

Why is this? Innovation, of course, drives ALL success at the personal, organization and national level - doing something unique, that is also worthwhile, not only catches attention, but offers real value. The problem, notes Clayton Christensen, author of "The Innovator's Dilemma" is that "Most companies say they're innovative in the hope they can somehow con investors into thinking there is growth when there isn't." And most companies, frankly, aren't.

So how does one get beyond the hype and achieve Gartner's Plateau of Productivity?

First, recognize that innovation is more than invention - it only matters when it delivers value.

Second, innovation rarely happens in bureaucracies - it requires  iteration and adaptation to field - not lab 0 conditions.

Third, need and competition are critical stimuli - you must fully understand your customers and your competitors.

Follow these three guidelines and you won't be disillusioned.

Innovation matters.