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and incorporate their feedback in the next iteration. Conduct soft launches or pilots to gather input
prior to a full-fledged release. Create idea zones where employees can interact with prototypes and
offer suggestions. Or build an in-house innovation lab to continuously experiment with new ideas.
Typically, these innovation centers house interdisciplinary teams (designers, engineers, marketers,
artists, statisticians). They often have physical sets that simulate day-in-the-life contexts (e.g., a
kitchen or office) or kiosks that replicate user experiences (shopping in a retail outlet). Dedicate time
and space to quickly vet and make ideas better.

14. Not sure innovation is taken seriously? Establish innovation metrics. Apply the same discipline
around innovation initiatives that you would for other business projects. Establish goals and measure
your results. A common metric is cumulative profits generated from new products (a variation of
ROI—return on innovation). You can also look at return on invested capital (ROIC). But don’t limit
yourself to financial measures. What is the impact of innovation on customer satisfaction? Employee
engagement? Patent applications? Brand reputation? Select the most appropriate metrics and make
them visible. Revisit them often, modifying when required.

Want to learn more? Take a deep dive…

Anthony, S. (2013, July 30). Five ways to innovate faster. Harvard Business Review Blog Network.
Bass, C. (2012, February 27). TEDxBerkeley – Carl Bass – The new rules of innovation [Video file].
TED.
Liedtka, J. (2012, November 28). How to innovate – without a miracle. Forbes.

Job assignments
• Relaunch an existing product, service, or process that’s not doing well by gathering input from end
users and trying things not tried before.

• Facilitate a brainstorming session—define and clarify the problem/opportunity, generate ideas using
various techniques, and narrow the list to solutions you want to strengthen, test, and implement.

• Benchmark innovative business models, practices, processes, products, or services that come from
both well-known and non-traditional competitors/sources, and report your findings to colleagues.

• Take part in an entire innovation cycle for a new product/service—from research, design, concept
refinement, and prototyping, through to its launch and use in the marketplace.

• Identify an unmet need and experiment with different ways to fill the gap. Practice seeing failures or
mistakes as opportunities to learn.

Take time to reflect…

If you rely on the familiar rather than seeking out the new…
…then consider that breakthrough results often arise from unconventional thinking. Challenge
yourself to be creative. Be bold. Have fun. Give yourself permission to try, and maybe fail.

© Korn Ferry 2014-2015. All rights reserved. WWW.KORNFERRY.COM

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