THE REQUIREMENTS It is one think to talk about innovation. It is quite another to create an organisation capable of being an innovator I am of course making a distinction here between innovating and being an innovator. Most organisations can stumble across an innovation from time to time – by design or fortuitously. It is […]

THE REQUIREMENTS It is one think to talk about innovation. It is quite another to create an organisation capable of being an innovator I am of course making a distinction here between innovating and being an innovator. Most organisations can stumble across an innovation from time to time – by design or fortuitously. It is quite another thing to author disruptive innovation or actively innovate over a period of time – like Apple, Google or Microsoft for example. To be an innovator it is necessary to create a brand and a culture that centres around and facilitates innovation. The brand identifies the role of innovation and the culture delivers the behaviour that will drive innovation. Clearly the brand defines the culture. The culture in turn defines the behaviour required to innovate, highlighting the fact that branding is not all about external audiences. The culture of an innovator: Is consumer focused-…