Change and innovation are topics that have been prominent on this blog over the last year. In fact, Greger Wikstrand and I have traded a total of twenty-six posts (twenty-seven counting this one) on the subject.
Greger’s last post, “Successful digitization requires focus on the entire customer experience – not just a neat app” (it’s in Swedish, but it translates well to English), discussed the critical nature of customer experience to digital innovation. According to Greger, without taking customer experience into account:
One can make the world’s best app without getting more, more satisfied and profitable customers. It’s like trying to make a boring games more exciting by spraying gold paint on the playing pieces.
Change and innovation are not the same thing. Change is inevitable, innovation is not (with a h/t to Tom Cagley for that quote). As Greger pointed out in his latest article, to get improved customer experience, you need depth. Sprinkling digital fairy dust over something is not likely result in innovation. New and different can be really great, but new and different solely for the sake of new and different doesn’t win the prize. Context is critical.
If you’ve read more than a couple of my posts, you’ve probably realized that among my rather varied interests, history is a major one. I lean heavily on military history in particular when discussing innovation. This post won’t break with that tradition.
The blog Defense in Depth, operated by the Defence Studies Department, King’s College London, has published two posts this week dealing with the Suez Crisis of 1956, primarily in terms of the Anglo-French forces. One deals with the land operations and the other with naval operations. They struck a chord because they both illustrated how an overreaction to change can have drastic consequences from the strategic level down to the tactical.
Buying into a fad can be extremely expensive.
The advent of the nuclear age at the end of World War II dramatically transformed military and political thought. The atomic bomb was the ultimate game-changer in that respect. In the time-honored tradition, the response was over-reaction. “Atomic” was the “digital” of the late 40s into the 60s. They even developed a recoilless gun that could launch a 50 pound nuclear warhead 1.25-2.5 miles. “Move fast and break things” was serious business back in the day.
This extreme focus on what had changed, however, led to a rather common problem, tunnel vision. Nuclear capability became such an overarching consideration that other capabilities were neglected. Due to this neglect of more conventional capabilities, the UK’s forces were seriously hampered in their ability to perform their mission effectively. Misguided thinking at the strategic level affected operations all the way down to the lowest tactical formations.
It’s easy to imagine present-day IT scenarios that fall prey to the same issues. A cloud or digital initiative given top priority without regard to maintaining necessary capabilities could easily wind up failing in a costly manner and impairing the existing capability. It’s important to understand that time, money, and attention are finite resources. Adding capability requires increasing the resources available for it, either through adding new resources or freeing up existing ones by reducing the commitment to less important capabilities. If there is no real appreciation of what capabilities exist and what the relative value of each is, making this decision becomes a shot in the dark.
Situational awareness across all levels is required. To be effective, that awareness must integrate changes to the context while not losing sight of what already was. Otherwise, to use a metaphor from my high school football days, you risk acting like a “blind dog in a meat-packing plant”.