What Happened to Innovation?
Last week, I happened upon a Bloomgberg article spotlighting Merck’s new CEO – Kenneth Frazier. The article was named, Merck New CEO Frazier Vows Innovation, Wider Markets. Of course, you can imagine my intrigue as a pharma marketer and lover and advocate for innovation. So, I read on.
Line after line, I read empty meaning to a word I hold so dear. At the end, all that was left with a slight feeling of resentment. Has “innovation” simply become another buzzword with subjective meaning? My colleague Wendy shared a great post with her thoughts on what innovation requires. At it’s root, innovation is about renewing something existing or introducing something new. Our hope is that this new whatever-it-is will solve a problem, bridge a gap and be a positive change within the organization, company, industry and world.
For the purpose of this blog, innovation is two-fold – how it’s done and then how the story is told. For companies who are truly innovative, there is a specific type of leader, culture and goal. You can feel it when you walk into their office. We know these companies. They’re the Facebooks, Amazons, Apples and Googles of the world. For a full list, check out Fast Company‘s Most Innovative Companies.
As for how you communicate it, my fear is that innovation was inserted into a key message document to perk our ears. It worked, but left me disappointed. As communicators, we need to stop inserting in words that make our clients sound smart, but fall short. Tell us the true story, in their own words. The next time you create a key message matrix, look at it, highlight on the buzzwords, and revise.
Have you seen companies be truly innovative? If so, what are they? Any bad experiences with buzzwords? Please share!
Posted on December 11, 2010, in Corp Comms, Leadership/Management, Media, Public Relations and tagged buzzwords, CEO, innovation, leadership, management, Merck, Public Relations. Bookmark the permalink. 8 Comments.