At BAM Marketing Congress 2024, Kris Hoet, renowned expert on creative innovation and transformation, gave a talk on too much focus on technology and lack of organizational readiness to make innovation a reality .
Innovation: the essential driving force of the modern economy and the businesses of tomorrow
In 2024, innovation is no longer a luxury or an optional strategy, but an absolute necessity.
« Innovation is now recognized as the single most important ingredient in any modern economy » – The Economist
Yet the gap between ambition and execution remains striking: while 75% of leaders consider innovation a top three priority, only 20% of companies feel ready to deploy it on a large scale. Why such a gap, and how to bridge it?
Innovation, often seen as an explosion of uncontrollable creativity, is actually based on precise principles, rigorous experimentation and a gradual change in corporate culture.
Think exponentially, Act incrementally
It all starts with a philosophy: aim big while progressing in small steps. This approach is at the heart of the most innovative companies, which know how to combine ambition and pragmatism.
Take the example of BMW in Germanywhich sought to strengthen the notoriety of its electric vehicles. The first advertising campaign, although aesthetically successful, failed to achieve its main objective: raise awareness among a wide audience to the range of electric vehicles. By re-editing the content with more futuristic and interior plans of cars, better adapted to consumer expectations, the brand saw a increase in notoriety for its electric models.
The essential principles of a culture of innovation
To transform an organization into an engine of innovation, it is necessary to rely on four fundamental principles:
- Adopt a systemic approach: “Innovation is not just about great ideas. It requires a framework where these ideas can be born, tested and evolved.said Kris Hoet. Companies must establish systems to encourage experimentation without fear of failure.
- Making innovation human: Technology must be at the service of humans. Googlefor example, adapted its voice assistant to meet the needs of people with Down syndrome. By adjusting voice recognition to the specifics of their speech, Google has proven that true innovation is that which concretely improves people’s lives.
- Cultivate creative optimism: The most innovative ideas often emerge from a positive mindset. In Chicago, the theatrical improvisation of Second City is used to teach a simple but powerful lesson: “welcome every idea, however imperfect it may be”and see where it can lead. This creative optimism is essential to unlocking the potential of teams.
“Ideas are fragile when they emerge and often face immediate criticism. You need to turn off this negative bias to allow creativity to flourish.” – Kris Hoet
- Moving from strategy to execution: A good idea is only valuable if it is tested quickly. Elon Muskfor example, presents its humanoid robot prototypes to the public in their early stages of development. These early tests make it possible to collect concrete feedback and adjust innovations accordingly.
« Theory is easy, but execution is what makes all the difference. » – Kris Hoet
Curiosity as a driver of innovation
Beyond technical (IQ) and emotional (EQ) skills, curiosity (CQ) stands out as a fundamental quality. Unlike IQ, curiosity can be cultivated and becomes a strategic resource for businesses.
Chez Googlean internal study found that the most successful teams were those that shared ideas beyond their regular roles. “The most successful teams are not those who work in silos but those who share ideas between departments”specifies Kris Hoet, proving that curiosity generates new solutions and strengthens the agility of the company.
In our daily lives, cultivating curiosity can be simple. For example, write down one new thing learned every day, even if it’s trivial. This type of habit, like understanding why the earth smells after rain (petrichor), may seem unnecessary. Yet it stimulates broader thinking and inspires new connections.
Explore new territories
Innovation often thrives in unexpected environments. The video game industry is a prominent example. As part of a collaboration with Fortnitea brand immersed players in an immersive experience, where they could explore a virtual beach, with every detail – from the grain of sand to the lifeguard – carefully modeled. This approach allowed the brand to integrate into the world of players without appearing intrusive.
Learning through failure and analyzing success
A crucial point often overlooked is the importance of analyzing successes, not just failures. When an experiment works, understanding why it succeeded allows you to reproduce and amplify this effect.
Take the example of advertisements on YouTube. One experiment consisted of showing a black screen for 20 seconds, with no content. The result? The spectators remained intrigued, waiting for something. “They were waiting, not knowing what was going to happen. This demonstrated that curiosity could override the natural reflex of playing an ad.” explains Kris Hoet. This effect showed that the element of surprise could become a powerful lever for capturing attention.
Innovation starts with small actions
Finally, it is essential to understand that innovation does not only depend on big ideas or dedicated departments. It starts with small daily actions.
Whether testing an idea in your own team or introducing a new tool, every step counts. Innovation, once integrated into corporate culture, quickly becomes a reflex and even a positive addiction.
Conclusion: Innovate to transform
In a world where change is constant, innovation is not an option, but a question of survival. The companies that succeed will be those that know how to balance ambitious vision and progressive actions, while placing people and curiosity at the heart of their approaches.
