Search for the charismatic idea

The landscape of innovation in American business is changing. Executives are casting a keen eye on rapidly evolving customer needs and moving quickly to respond with products and services that meet those needs. The companies that are really winning are integrating innovation practices at all levels of their organization, making it a critical part of their cultural core and as solid and reliable as any other part of the organization. Creativity and design are driving the organizational value system more than ever before and are fundamental components of innovation in all areas of business.

But what is innovation?

At its core, innovation is the creative development of solutions that meet the unmet needs of the consumer. At its best in business, innovation creates change and transforms people's lives or life experiences.

The Apple iPod, for instance, has created a digital music revolution and transformed the way people listen to and access music. Starbucks capitalized on the coffee craze and brought Americans a café society, filling both a social and product niche in the process. Microsoft's consistent focus on technology innovation has dramatically improved office productivity and changed the way we communicate and exchange ideas in our business and personal lives. Each of these companies has had a significant impact on the way we live, work and play. And, each of these products is today something we can't imagine living without.

The time is ripe for companies to go forward with spirit towards meeting the as yet unmet needs of a rapidly evolving consumer—towards the strategic development and brilliant execution of what I call "charismatic ideas." What characterizes charismatic ideas? Where do charismatic ideas come from? And what are the most important factors in driving a culture of innovation that rewards the charismatic idea?

The most successful organizations today have refined their innovation processes to be highly responsive to changing market conditions, widely collaborative throughout their organizations and focused on core competencies. While these actions may seem counter to the creation of a creative culture, the most successful organizations combine critical processes with single-minded vision and charismatic leadership.

It is this single-minded vision and the ability to harness the resources of the organization toward a common vision that is the most compelling factor supporting a culture of charismatic ideas. We all know charismatic leaders who inspire a cult-like following within their organizations and, frequently, within society at large. Howard Schultz, Walt Disney, Steven Jobs and Phil Knight. Each of these individuals has, through independent vision, single-minded determination and innate charisma, focused their organizations on the flawless execution of a single, brilliant idea. These individuals represent the "charismatic core" of their organizations.

What is the role of the design consultancy in ensuring this legacy? I would venture that our role is critical. My experience with clients in 30 years in this business tells me the design/strategy partnership is more important than ever. It is our role to create real content that supports the ultimate goal of dynamic innovation for our clients. To be the creative spark that fills the gap between process, strategic insight and solution helps clients discover, communicate and execute their charismatic core and ideas. We need to help our clients think outside the box about their businesses and to think about their customers in new ways that drive product and service innovation. We also need to be patient, responsive business partners with the ability to listen and act efficiently to address our clients' needs.



About this article: For their contribution to this point of view, I must acknowledge the contribution of many of my close colleagues in the industry. Most significantly, I want to acknowledge the contribution of Cheskin research consultancy.