Talent and Innovation

Everyone says they want to innovate. Every company talks innovation. We’re now seeing innovation as a core value for many companies. But are they really innovating?

Innovation is about talent. In the absence of talent there can’t be innovation. The first step to innovation is recognizing the two types of talent required to be innovative.

The first type of talent required to innovate is visionary talent. This is the talent, skill, or competency to see things others cannot see, or are unwilling to accept. Visionary talent is often related to first-movers. Many of the products and services we use on a daily basis started first with a vision. A mobile phone, a smart watch, wireless headphones (or ear buds), technology in the cloud versus a mainframe. These inventions, or innovations, required visionary talent. How do you spot visionary talent? Individuals that possess an insatiable appetite for learning, dreaming, and pondering not what is, but what could be.

The second type of talent required for true innovation is technical talent. This is the talent that is required to bring the vision to life. Think of Steve Wozniak to Steve Jobs. Technical talent tied to visionary talent. Or Charlie Munger to Warren Buffett. Technical talent is what enables our ability to bring dreams into our daily reality.

In 1899, Charles Duell, then Commissioner of the U.S. Patent Office, said, “Everything that can be invented, has already been invented.” While I personally don’t believe this to be true, let’s for a moment assume it is. If this were to be true, then arguably technical talent would be far more valuable than visionary talent. Why? Because the focus would be on incremental improvements of things that already exist. However, this raises a thought provoking question. What’s invention versus innovation.

In 1849, Italian inventor Antonio Meucci, invented the telephone. It wasn’t until 1876 that Alexander Graham Bell won the first U.S. patent for the device. Fast forward to 1973 when the first phone call was made on a Motorola mobile phone. Was the mobile phone an invention or simply an improvement on something already invented? Remember, it was 50 years after the phone was invented that Duell said everything that could be invented already had been invented.

Regardless, visionary talent and technical talent combined are required to innovate. Combining the creator of dreams with the builder of those dreams allows us to improve our lives in meaningful ways.

What’s your talent pool like? Who are your visionaries and who are your techies? How often do you review your organization for these two types of talent? Your answers to these questions will be the proof point for whether you are building and living an innovation culture.

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Does Inbound Marketing Work?

Inbound

Yes.  Right out of the gate, Inbound Marketing does work.  But like everything else in life, success is largely dependent upon a few key ingredients beginning with a clearly defined objective.

Many companies look at Inbound Marketing as a way to simply accelerate their cold calling efforts. These are the companies that still believe that the only way to generate more revenue is to shake more hands.  The concept of Inbound Marketing however is focused on a virtual handshake evolving into a virtual hug.  It’s about creating a safe environment for your customer to learn, ponder, and explore at their own pace.  For Inbound Marketing to work your customer must believe the content you’re offering has value.  They must also believe you have a passion…a purpose…a genuine desire to help solve their problem the best way possible. This means the content you develop answers their questions and provides enough information to lead them to ponder new ideas or considerations.  It all begins with great content.

Some companies try to disguise their sales materials as content.  Don’t bother!  It won’t work!  Your customers are too savvy.  They know too much.  They have access to other competitors content that they are comparing yours against!  No.  Your content must be factual, original, thought-provoking, specific, and end-result focused.  That means you must understand your customers needs; in fact better than they know them themselves.

Once you’ve created killer content be sure to have a system in place that enables you to manage your Inbound Marketing efforts.  There are a number of solutions available for companies of all sizes to manage their Inbound efforts without breaking the bank.  Check out HubSpot, Marketo, and Pardot.  Each of these systems have their pros and cons depending on your own objectives.  The good news is they all produce great content to help inform you in your decision making process. After all they are in the business of Inbound Marketing.

In summary, Inbound Marketing is about being invited to the party rather than crashing the party with traditional Outbound Marketing activities.  It’s permission based.  Inbound’s philosophy is to establish virtual credibility and rapport first, before a sales attempt is made.  It’s about nurturing.  Cultivating.  It’s about content.  In my next blog I’ll show you some easy ways to great started on creating content that matters to your customers.

Let me know if this was helpful.