A Game Plan for Corporate Innovation


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I recently had some interactions with a company working to ramp up their innovation efforts. We had several discussions on different ways of approaching this and here you get some quick and dirty insights on how such an approach could look like.

It could start with a game plan / road map that would include elements such as:

• The vision, objectives and goals for the innovation drive (in this case one goal was to be publicly recognised as a leader in innovation)

• An overview of the challenges and a process to prioritize them knowing that we can’t do everything

• The key messages and where/how to communicate them

• An overview of the key stakeholders, their positions (backers, blockers, neutral – why?) and how to approach them

• An overview of potential initiatives and activities focused on education, communication and projects (see early ideas below)

Once we had the first take on the game plan, we could start activities such as:


• A “training” program for the top executives which also involved external executives

• Top 50 / Business Units training program (tailored sessions – or coaching – to top 50 leaders and business unit leaders)

• Employee training program (onsite sessions with talks by the innovation team and guests, cafe style with Q&A sessions)

• Partner sessions (the innovation team shares views on innovation with external partners)

• An online resource for employees and external stakeholders interested in innovation


• Evaluate the current perception of the value that the innovation group brings to internal and external stakeholders with regards to the overall innovation process in the company. This includes interviews with relevant partners.

• Develop an overview of goals, objectives and milestones for the communication efforts for the innovation team

• Identify internal and external stakeholders and work on value propositions and elevator pitches for the different stakeholders and target groups.

• Develop – and activate – a communication platform based on the goals and objectives of the communication efforts for the innovation team. This includes identification of sources for good ”story-telling” and an overview – and the following deployment – of channels and tools relevant for the communication efforts.


The most important piece of the program is to get better results and outcomes in the many different kind of innovation projects within the company – current and future:

• identify current, near future and longer-term projects and find ways to help improve the outcome of these projects through the new innovation perspectives and resources

This engagement focused on laying the right foundation for being able to bring out more successful projects within a 12-24 month period. The project did not go forward and there would have been lots of changes in a implementation phase as this also requires lots of iteration and experimentation. Nevertheless, it would be interesting to hear your thoughts and views on this.

Republished with author's permission from original post.

Stefan Lindegaard
Stefan is an author, speaker, facilitator and consultant focusing on open innovation, social media tools and intrapreneurship.


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