The Betterific Blog

Connecting consumers with brands to crowdsource and innovate on product ideas.

Evolution in Business and “Digital Darwinism” – Why your company needs innovation to survive

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It seems like all you hear these days are stories about “how business is changing.” Brian Solis, the principal analyst at the Altimeter Group, coined the phrase “digital darwinism” to capture the essence of change in the business world today. Business has always been about finding better ways to do things, but technology has created new opportunities as well as challenges for business. The term “digital darwinism” refers to the fact that today’s society and technology is changing faster than most businesses’ ability to adapt. Even the companies with the “big guns” have had trouble coping.

Evolution in business seems to be favoring those who take a leadership role and who place themselves at the forefront of change by leading the charge into new territory for what business can do. Of course, in the long run we have no idea what this will mean, but in the now, we know that today’s company needs to be smart, proactive and courageous when it comes to pushing the boundaries of what they do and how they do it. We’ve seen quite a few giants fall in recent years because they failed to identify ways of recreating and evolving the way we do things. It’s easy to just “blame the internet,” for the downfall of many businesses but it’s more than just that. Blockbuster, Kodak and Borders are all perfect examples of companies who had great management teams and lots of expertise/connections in their respective industries, but they all fell prey to the fact that they refused to recognize the relevance of change and how they could ultimately profit from it.

In life and in business, you really can’t afford to sit on your hands. Just as in our own personal lives we need to have a certain amount of daring to progress. If we don’t progress, we risk losing relevance. So how do you foster that progress as a business? How do you harness daring or find a way to stay on top of things such that you are the one creating the change that the rest of the world embraces? At Betterific, we attempt to help companies make good use of crowdsourcing as a tool to help foster the innovation and creativity needed to inspire changes in the way things are done. But even with new tools, most companies still have a long way to go when it comes to figuring out how to best capitalize on that innovation. Ideas are always floating around, but you need to have a plan on how to capture those ideas, leverage them efficiently and then turn them into profits, if you really intend to thrive.

Brian Solis makes a living helping companies figure out ways to foster innovation and then implement change. We thought we would share Brian Solis’ “12 Pillars of Innovation” here because they provide something of a roadmap and an explanation regarding the overall system that needs to be set-up in order to capitalize on innovation and change. Click on the infographic below to see a full explanation of each of the pillars.

In our own words though, when it comes to creating a system within your company that will allow you to be more innovative you start here:

Decide what parts of your business could benefit from new ideas and new ways of doing things

Assign someone or a group the role of overseeing and implementing any project(s) aimed at increasing innovation

Identify the best tools to help you accomplish your goals and experiment with them

Evaluate outcomes and adjust your projects and goals accordingly

There are certainly a number of ways to encourage innovation and each company will have different methods and needs to be addressed. The objective is to become the sort of company that knows how to implement the changes needed not only to be more innovative, but to benefit from the innovation. Brian Solis definitely gives a number of ways in which companies can do this including “reverse-mentoring” and work time to allow for creative thinking sessions. We strongly suggest you read through his article. Happy innovating!

 

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