Spreading Ideas inside the company
Hansen and Birkinshaw (2007) discuss the critical points on spreading ideas inside a company. They divide the "Innovation value chain" into three phases idea generation,
conversion, and diffusion and into six activities,
internal, cross-unit, and external sourcing; idea selection and development; and spread of the idea, performed across those phases. Companies can performance can be unsatisfactory for example in generating ideas, realising them or diffusing them. In these case, it is the question of "idea-poor companies, conversion-poor companies and diffusion-poor companies". With the help of the innovation value chain, managers can identify weaknesses a company might have in spreading ideas and choose the right innovation tools and approaches to tackle these weaknesses.
internal, cross-unit, and external sourcing; idea selection and development; and spread of the idea, performed across those phases. Companies can performance can be unsatisfactory for example in generating ideas, realising them or diffusing them. In these case, it is the question of "idea-poor companies, conversion-poor companies and diffusion-poor companies". With the help of the innovation value chain, managers can identify weaknesses a company might have in spreading ideas and choose the right innovation tools and approaches to tackle these weaknesses.
Morten T.
Hansen & Julian Birkinshaw. The Innovation
value chain. Harvard Business Review, June 2007.
Bernadette Jiwa offers another point of view to spreading ideas in her speech held in TED conference in Perth.
She states that it doesn't matter how good your idea is, if no-one cares it will never work. The most important thing is change the way
people think. According to Jiwa, marketeers
are wrong when they spend time thinking how to sell when they should think how to find a
better way to tell the story and change how people think and how they feel. This will change what they do.
Elina
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