To go any deeper and foster actual innovation, organizations must think more critically about strategy, user experience and successful operations — and before that, they need to identify what type of innovation they hope to achieve, according to Ana Andjelic, PhD, a strategy executive and brand consultant.
In an op-ed for AdAge, Dr. Andjelic outlined the five “layers” of innovation, which can be implemented separately or in combination, and which will do more to foster growth than simply establishing an innovation hub without a comprehensive strategy behind it.
1. Materials innovation: improving the sourcing, production, packaging and recycling of supplies and materials.
2. Customer experience innovation: making the user’s experience not only exceptional but also seamless from start to finish.
3. Media innovation: focusing on “customer-centrism” and ensuring consumer privacy and brand safety on digital platforms.
4. Commerce innovation: maintaining a deep connection with consumers while continuing to open new streams of revenue.
5. Organizational innovation: establishing a culture of innovation across teams, projects and individual employees, rather than simply in a single innovation chief.
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