Innovation, Design Thinking and the Folly of Fads

Designing ideas for flight

Innovation is at once everywhere and elusive. Understanding what it really is, how to inspire it, and how to avoid losing its real value in the hype might be the biggest and most ironic challenge for innovators yet. 

Psychologist, creativity researcher and systems thinker Keith Sawyer recently asked the question: Is innovation just a washed up trend? To support this thesis, he presents the following:

Evidence: The Wall Street Journal (Wednesday May 23, 2012) argues that the term “innovation” is now so widely used, it doesn’t really mean anything anymore–other than a very general notion of “change.” Longtime WSJ reporter Leslie Kwoh says “Businesses throw around the term to show they’re on the cutting edge….But that doesn’t mean the companies are actually doing any innovating.” And then she gives the biggest insult you can give to a trendy business term, in my opinion: she compares the word “innovation” to the washed-up buzzword “synergy.” Ouch, that hurts!

This makes a point. It’s hard not to question the term seeing that it’s almost everywhere. Earlier in the blog he points to how Bruce Nussbaum eventually added an entire section to Business Week on Innovation and Design to match the demand for news on both of those topics. But as Nussbaum himself has written about the term design thinking, the term innovation may also be on shaking ground from over or poor use. Ironically, this all comes at the time when we need what innovation stands for more than ever and the creative problem framing and solving tools that comes with design thinking.

What’s in a name?

The term innovation is generally described as the act of introducing something to new to create positive value. Design is the act of creating something with intent to produce value. It is no surprise that these two concepts go together so well. Design thinking is about applying conscious thought to the act of creating things those products, services, and policies that have value — it is about contemplation and action related to making things that we want and need. These are loose amalgams of definitions that I’ve come across in my research and reading over the past year in support of the Design Thinking Foundations project and capture much of what these words mean explicitly.

However, implicit in this language is a whole other set of values, prejudices and attitudes that extend the concepts beyond the explicit language into something cultural. One of the byproducts of this is found in overuse or adherence to the hype cycle. Now everything is innovative, when really it shouldn’t be. Sometimes what we are doing is working just fine and the need to create something new is unnecessary.

Yet, as change accelerates in many fields and complexity increases, the need to adapt and develop resilience will increase along with it as will the need to innovate in spaces where innovation is not a familiar term. It may not be needed everywhere, but it will be needed in more places more often with increasing urgency as the dynamic complexity of the worlds we’ve created increases. Even keeping things constant will require some adaptation.

To quote from Guiseppe di Lampedusa’s bookThe Leopard:  ”If we want things to stay as they are, things will have to change.”

What happens next?

But what if Keith Sawyer’s speculation is right and the term innovation is on the way out? What happens next? In response to his concerns about design thinking becoming a shadow of itself in the hands of organizations and practitioners who see it as a quick fix or a blunt instrument, Bruce Nussbaum has sought to explore and further develop a concept called creative intelligence. Having spoken to Nussbaum personally about this, I got the sense that his concerns were less that design thinking itself was problematic, but that the concept had reached a stasis in its application that no longer reflected the dynamic force it once did when he first championed it at Business Week.

It’s hard not to see parallels to innovation. While I agree with Nussbaum’s charge at what design thinking has become, I also don’t think it’s a lost concept (see the debate on the Design Thinking LinkedIn group to see evidence of this). I also think creative intelligence focuses on something different, not replaces design thinking. (Besides, we still have systems thinking, critical thinking and other forms of problem conceptualizing that have endured much debate). The problem is that it is far easier to talk about something than do it and talking too much can burn something out to the ears. Hence the reason catch-phrases never last long. Innovation is at risk and so, too, is design thinking.

Is this adaptive language use or a case of throwing the baby out with the proverbial bathwater?

If not innovation (and design thinking), then what?

The concern with throwing these terms out is that much of what passes for judgement on their worth is based on little evidence of effect. While innovation thankfully has enjoyed much research, design thinking lacks much empirical examples. However, in both cases, when the terms are most often written about or discussed in the media and popular social discourse it is rarely about evidence and nearly always on rhetoric. I am guilty of this, too. I often tweet or refer people to articles from blogs like Fast Company and FastCo Design that write heavily on design and innovation, yet present few empirical studies and lots of opinion.

To this, I point to today’s HBR Working Knowledge update from five scholars who have done much research on innovation and summarize their points quite well, including the idea that not all of us can or will be innovators (from Clayton Christensen).

What is the answer? Is it time to move on or shall we try to invigorate the discussion of concepts like innovation and design thinking with dialogue, evidence and (self-referentially) some innovation and design thinking to advance not only the discourse on these topics, but also their adoption, study and adaptation to help us tackle the complex, wicked and pervasive problems that seem to be growing in our world each day.

Photo: Make Art Not War by v_imagine-l used under Creative Commons Licence from Deviant Art

4 Comments on “Innovation, Design Thinking and the Folly of Fads

  1. I agree that the term innovation has perhaps lost its impact, maybe because it is now adopted by everything from Financial institutes to government bodies as a term that makes the organisation appear more ‘forward looking’? Hence new words like reverse innovation or creative disruption, a lovely word I have heard Kjell Nordstrom use a few times, are being banded around more widely now to try and add some meat to the bone.

    • Matt, Thanks for the comment. Creative disruption is a great term. The only issue I have is that not all innovations are disruptive (see Clayton Christensen’s work on disruptive innovation – http://www.claytonchristensen.com/disruptive_innovation.html ) so it fits some of the time, but not all of the time. It might be that these are disruptive times and organizations are realizing that they need to be making changes in the way they do things so it’s easier to lead with the idea of being innovative than actually doing it. You are spot on about the perception of “forward looking” that it creates and maybe this is why its so overused: it does that job, is well known, and is “hot” right now. My concern is that when these trends get hot it is easy to stop looking past the surface and either dismissing the term or failing to fully comprehend what it means in practice.

  2. I really enjoyed this post. I think it’s inevitable that any buzzword that becomes a trend will eventually be overused to the degree that it loses its meaning. The challenge is in keeping focus on the strategy, tactics, and outcomes that remain vitally important to moving people and organizations forward.

  3. Pingback: The Hyberbole and Exaggerated Demise of Design Thinking « Censemaking

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