The full picture of innovation: Observations from Hewlett-Packard, Doblin and IDEO

Paul emphasized that successful intrapreneurship requires this level of innovation to differentiate it from standard business growth initiatives. This contrasts sharply with most people who are accustomed to innovate one thing at a time.  He explained that this is true, in part, because many leaders understand the need for a controlled plan or experiment — many are scientists and engineers who were taught the Scientific Method, or many have been fully trained in Quality Management, both employ the discipline of changing only one variable in an experiment at a time. But in order to be an intrapreneur, you need to think like a composer, not a musician, making changes to the entire orchestra simultaneously.

Paul’s emphasis on the number (three or more) and the approach (simultaneous, coordinated change) reveal some insights to intrapreneurial success for us all and why he is a highly-accomplished serial intrapreneur.  As a way to share his expertise to aspiring leaders, Paul teaches his methodology at the business schools of both Stanford and University of California-Berkeley.

Ten Types of Innovation

Not only do you have to think and work across business functions, you also have to innovate across the key areas of business when you move from ideas and research to revenue. Doblin has made some groundbreaking research showing that 96 percent of all innovations fail to meet their targets –  not necessarily because companies perform poorly at the core product or service innovation, but more often than not because companies fail to follow through with innovation in other key areas of their business. Businesses must be able to master all types of innovation – everything from business model innovation to innovation of products, processes, and services. This “whole picture” approach is important in delivering successful innovation, and is another key part of collaboration.

The T-shape from IDEO

On a more personal level, consider whether or not you are a “T-shape.” Innovation consultancy IDEO uses this term to describe people who are more likely to thrive with innovation. You should bring superior in-depth knowledge as an engineer, sales person or something else to the table. That is the vertical part of the T. But you should also have the breadth and empathy – the horizontal part of the T – to understand and appreciate the skills that other people bring to the table as you work as a team to become successful with your innovation projects.

As a T-shaped person, you accept that you don’t know everything and have the courage to seek help and advice from others. Gain a broader perspective by learning from those whose experience and views differ from yours.