"I see true innovation to be
made up of three 'creativities'
– creativity in technology, product planning,
is a pervasively
When ideas meet and information comes together, you bring
innovations to market
diversity of ideas and opinions are needed to
Innovation, the source of
sustainable competitive advantage
for most companies, depends upon the individual and collective expertise of
employees. In the new era of
systemic innovation, it is more
important for an organization to be cross-functionally excellent than
functionally excellent. In addition to
formal planning at the
best-practice companies use crosscutting initiatives on
major issues in order to
challenge assumptions and open up the organization
to new thinking.
Firms which are successful in
realizing the full returns from their technologies and innovations are able
to match their technological developments with complementary expertise in
other areas of their business, such as manufacturing, distribution, human
marketing, and customer relationships. To lead these expertise
cross-functional teams, either formal or informal, need to be formed.
can also find new businesses in white spaces between existing
Creativity of Groups
In cross-functional teams,
individuals from different backgrounds draw upon their pools of
tacit, as well as explicit
knowledge, to contribute...