Attraction Power – a strategy that is innovative in itself

 Attraction Power - a strategy that is innovative in itselfAll too often strategy is not influencing the behaviours and outcomes around innovation, it is simply allowing them to be left to chance. Innovation is often being ‘pushed down’ the organization for others to interpret and offer their answers. This lack of alignment and top leadership engagement is one of the main causes why many organizations seem to just simply ‘limp’ along in their innovation activity.

Often those in leadership positions start expressing their disappointment over final innovation results, yet the answers simply lies more often than not in their hands, they can resolve their own disappointments! Top leadership in organizations needs to shape innovation and be more involved in its strategic design.

We need to resolve this innovation leadership gap of misunderstanding. We need to explain what their essential place is and provide the strategic frame to allow it to be understood. Then the contribution for innovation might be ‘allowed’ to deliver far more on its potential as it achieves that greater strategic alignment.

The absolute need is for leadership to lay in the guiding principles for innovation, to make it a more explicit innovation strategy and framework. This then does not stop at this alone, it then requires a consistent re-enforcing through policy shaping, strategic guidance and the operational documents to support this. Innovation requires on-going leadership engagement.

I have suggested the Senior Executive Innovation Work Mat as a framing document to provide this leadership dialogue for that essential organization engagement. This simply gives a much-needed focus, many of the strategic delivery points, structures and guidance for managing innovation.

A strategic framework to moderate and accelerate meaningful innovation

The framework or work mat moderates innovation and goes much towards reducing the multiple interpretations and the variety of initiatives often described or justified as innovative but significantly missing the strategic mark. I would argue that most within the organization and those partnering with them, would appreciate a greater understanding of the core concepts, principles and direction that their innovation activity should take. To understand what is valued, essential to defend, promote and improve. To clarify what is highly strategic to describe and ‘form’ around helps innovation to perform its required task of delivering new growth that aligns into the strategic needs.

By having this work mat approach you can frame a formal set of mechanisms and principles for innovation to rise in quality. For instance in articulating that the selection of high potential concepts are highly valued and prized,  and will certainly get a certain ring-fencing and special dedicated attention, does radically alter the innovation work-to-be-done within any organization.

If the leadership could provide a more comprehensive innovation framework it would make such a difference. If this could cover the guiding principles, the mechanisms and ways the top leadership views innovation for its contribution to the organizations strategy, it would certainly offer a clear statement of innovations importance. This view can then ‘cascade’ throughout the organization, searching out its connecting points, proving the essential value, the debates required and facilitates the contributions, so innovation activities can relate far more to achieving the strategic growth goals.

Outlining the strategic principles of the innovation activity is vital.

Any strategic innovation framework needs to move well beyond offering just a set of indicators, it needs a far clearer articulation of what is valued, needed and will be well supported. For example by pushing and encouraging for the delivery of a few big bets shifts thinking radically away from incremental into more breakthrough in designs and concepts,.

By offering a set of formal mechanisms for this selection of high potential concepts to be assessed, supported and effectively resourced would make a radical difference for many to make that mental shift in their innovation thinking. It prompts and provides the necessary stimulus.

Signaling a more innovation-orientated organization changes the dynamic forces within.

By having this more strategic and systematic approach does give a clear ‘signal’ that we need to be more of an innovation-orientated organization. A framework that is offering  the signposts and path finding points in vision, in proving the mechanisms for a whole innovation system transformation, in documentation, by engaging in constant discussions about innovation and its alignment to strategy, you move from ‘aspiration’ into gaining that ‘attraction power.’ You offer a fresh dynamic stock for innovation for all to feed from.

That would be for many, a strategy that is innovative in itself.


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Paul HobcraftPaul Hobcraft runs Agility Innovation, an advisory business that stimulates sound innovation practice, researches topics that relate to innovation for the future, as well as aligning innovation to organizations core capabilities.

Paul Hobcraft

Paul Hobcraft is recognized for his consistency to champion and informs on innovation. He focuses on building innovation capacity, competencies, and capabilities and promotes innovation in informative, creative and knowledgeable ways, piecing together the broader understanding of innovation. Paul continually constructs a series of novel and relevant frameworks to help advance this innovation understanding and writes mainly through his posting site of where he regularly publishes his thinking and research based on solutions that underpin his advisory, coaching and consulting work at




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