Making Innovation the Norm

at Procter & Gamble

Inspiring Innovation by Making It a Habit

Main source of information: The Creative Enterprise, Harvard Business Review


Бизнес-кейсы P&G: Преврати инновации в норму P&G бизнес-кейсы Инновации, сфокусированные на покупателе Как создавать креативные комбинации в бизнесе Отличие управления инновациями от управления операциями Continuous Innovation Инновации в  P&G, Procter & Gambler Управление инновациями бизнес-кейс: Превращение инноваций в норму



When asked 'What's the one thing you've done that most inspired innovation in your organization?' Craig Wynett, the Chief Innovation Officer at P&G answered 'What we've done to encourage innovation is make it ordinary. By that I mean we don't separate it from the rest of our business. Many companies make innovation front-page news, and all that special attention has a paradoxical effect. By serving it up as something exotic, you isolate it from what's normal. You don't trumpet your ordinary business. The same has to be true of innovation. For innovation to be reliable, it needs to be addressed systematically, like any business issue in which you define the problem and then solve it." The classic business questions 'What do we want to accomplish, and how?', 'What resources will we need?', Who will be on the team?', 'How do we motivate and reward them?', and 'How will we measure success?' apply to innovation too.

"Today's most sought-after business talent is the ability to originate, But the perception of the creative process is still based on self-limiting assumptions about eureka lightbulbs flashing over the head of some inspired genius rather than the well managed diligence of ordinary people," continues Craig Wynett. "At P&G, we think of creativity not as a mysterious gift of the talented few but as the everyday task of making nonobvious connections bringing together things that don't normally go together. One way to do that is to look at contradictions in the marketplace."

For example, P&G developed a product called ThermaCare, a disposable heating