Incremental innovation or a radical new world - who really cares?

What does it mean to be innovative?  For lawyers and law firms exploring ‘innovation’, the theory of innovation may seem like a topic best left for philosophical debate.  This Innovation Insight explains why, for those seriously interested, an understanding of the different concepts behind innovation is vital.

‘Innovation’, in itself, is a nebulous concept. We understand. 

We know that those individuals who are tasked with, or interested in, ‘innovation’ within their practices, are likely time poor.  They do not have the time to undertake a learning exercise to unpick the different threads that make up the concepts of innovation.  It likely all seems too theoretical.  Understandably then, it seems easier and more efficient to wait, watch and follow.

What the research shows

But, decades of research and practical application in other industries (where innovation processes and programs have been at the forefront of revenue generation and competitive advantage), have shown that seeking understanding about types of innovation is an essential first step to being innovative.[1]

Why?  Because:

• an appropriately chosen innovation approach based on one or other innovation concept will depend on the firm’s strategic objectives;

• different innovation approaches require different resources, capabilities, people and structures; and

• seeking a definition and scope around which innovation concept is most relevant to an individual firm will enable clarity of communication to all involved.

Alignment with strategic objectives

Initially, it is important to understand whether a lawyer's (or a law firm's) strategic objective is to:

• improve or adapt products or services incrementally to remain competitive (‘Incremental Innovation); or

• create new business or new sources of growth for the core business of tomorrow (‘Blue Sky Innovation’).

These two different approaches require very different strategies and processes, resources and capabilities.

In practice

The practical lesson is that once a lawyer or law firm understands the different innovation concepts, it is possible to align one with their strategic objectives.  Only then can steps be taken to plan and implement an appropriate process to nurture ideas into initiatives that meet those objectives.

For more information on understanding innovation theory in practise and how to get started, please contact innovate@viewconsulting.co.nz or see more about our Blueprint Program at www.viewconsulting.co.nz/ourprograms.

[1] In particular the work of David Duncan et al. of Innosight Limited and regular contributor to Harvard Business Review.