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#03Strategic direction
Without strategic direction, innovation becomes scattered effort instead of a competitive lever.
by Ilario Tornese · Certified Innovation Manager (UNI 11814)
The principle
Innovation needs a direction: clear, shared objectives consistent with what the company wants to become. Strategy tells you where to invest and, above all, where not to.
The most common mistake
Innovation happens as a reaction: the technology of the moment, a request from a major client, a competitor’s announcement. Each initiative makes sense on its own, but nobody has decided which ones really matter.
How to recognize it
Many projects running in parallel, competing for the same people and the same budget. Different indicators for every initiative, so no comparison is possible. Islands of innovation that don’t change the way the company competes.
Where to start
Write down on one page the three objectives innovation must serve over the next two years, and ask every project which of the three it contributes to.
Without strategic direction, innovation becomes scattered effort instead of a competitive lever.
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