Why Including Stakeholders Is Critical When Innovating

Have you ever heard “This new innovation will change the way we do business,” and it didn’t?

What is often missed in the innovation process is the recognition that the culture of your organization is key. Remember that your stakeholders are also your consumers. You need to make them aware, create interest, get them to evaluate and try the ideas and then adopt before the organization can move forward aligned.

One way is to include stakeholders in the innovation process upfront and in real time as you move through it yourself. Start with the most creative and innovative stakeholders first as it has proven to be more useful than involving everyone at once. This should include your agencies such as advertising and packaging, and even people from R&D and legal. These stakeholders are often working on other areas of your business, so having a 360 alignment keeps everyone working towards the same vision and strategy.

Remember that your stakeholders are also your consumers. You need to make them aware, create interest, get them to evaluate and try the ideas and then adopt before the organization can move forward aligned.”

We often see these vested stakeholders brought in midway, near the end of a project or when a prototype is being “unveiled” only to have the idea kicked backed for a variety of reasons.

One example of involving your stakeholders is the use of real-time concept optimization. This is when input from each group helps evolve and develop the concept before the next group in real time. The objective here is having finalized concepts that are practical for the organization to move forward.

Start with the most creative and innovative stakeholders first. … having a 360 alignment keeps everyone working towards the same vision and strategy.

Real-time concept optimization with stakeholders adds a dimension to the process that enables the team to feel confident with the outcome and ensures that the organization is being aligned earlier in the process so that success is a more likely outcome.

Going outside the typical marketing group and including stakeholders like legal and R&D, as well as using a concept writer, helps shape the innovation process in a truly actionable way. The benefit is that you know what is developed is truly viable because these key team members had input into the process and know what to move forward with or reject.

Want to learn more about how to include key stakeholders in your concept optimization? 

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