I try and try and try to avoid using Apple as an innovation exemplar. For one, big brand stories just aren’t relevant to small and medium sized enterprises. “How can I operate at that level? What does that have to do with me?” We strive to tell the stories of smaller organisations leveraging design to innovate and grow. And frankly, it’s a cop out to say the same rules are transferable. We continually paint a picture that this is for the big guy.

However, the words of Jonathan Ive, from a recent and rare public appearance beg repeating to organisations of any size:

Ive also had bad news for anyone looking to foster a design or innovation-driven culture within an enterprise that doesn’t at heart “get” it. Unless the disciplines are acknowledged and embraced as core values by every employee, they won’t gain traction. “We don’t have identity manuals reminding us of points of philosophy for why our company exists … I’m sure those things are very well meaning, but if you have to institutionalize stuff, you end up chasing your tail.” In other words, unless the commitment to innovation or design is authentic and heartfelt, rather than this month’s short-term strategy to cater to a hot trend, it will be nigh on impossible to build a true, innovation-led culture.

I’d rather focus resources on the organisations that are committed; and work together to make a tangible impact, than fill a hundred auditoriums to put on a good show about what design can do.

Read the BusinessWeek article.

Posted by: Justin Knecht

This entry was posted on Monday, July 13th, 2009 at 8:19 am and is filed under Article, Culture, Interview, Promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.