From Paul Hobcraft advisor on innovation transformation
Paul Hobcraft Advisor on Innovation Transformation Publication on Linkedin on Innovation Management Goup
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Recently I have been asked about my innovation activity ‘going forward’ and I described it like a forest needing some
fresh attention. There is my need to cut down certain trees, clear away a lot of the floor covering to allow the
sunlight in and permit those ‘selected innovation tree’s’ to be allowed to grow stronger.
We all have those times where we need to choose, to pursue clearer pathways we believe are better for us. To be
more selective in what we do, to be more focused and hopefully achieve a better, lasting result that hopefully offers
a more satisfying set of outcomes, to both clients and to ourselves.
Within this comparison I am presently making of innovation being like a forest, I really began to see so much more of
a connection in what is happening around in innovation that it can be compared to understanding a tropical
rainforest. There are many comparisons, let me outline some of these here.
The ecosystem within the rainforest is also needed for innovation to work effectively
Firstly I would argue that innovation, to be managed well, needs to operate like an ecosystem, the same as a tropical
rainforest. Ecosystems to flourish need to experience critical feeds, in the rainforest this is high average
temperatures and significant rainfall. Well innovation to thrive needs equal attention; it needs a real focus, above
average and significant attention to be well maintained.
We argue for diversity within our innovation teams, in our thinking, in our environment and that is no different from
the high levels of biodiversity in tropical rainforests. We need this ‘richness’ of thinking, of approaches, of discovery.
We search constantly for ideas, we experiment, and we are subjected to change. We are always looking for that
certain something still undiscovered.
Innovation is often under needless threat
I’d argue innovation within organizations is often ‘highly threatened’ due to conflicting pressures and in our
rainforests this is the large-scale fragmentation due to this constant human (failing) of intervention and habitat
destruction. We make changes within our organizations to achieve short-term results not reflecting enough on the
longer-term consequences. We force out our talented people and can cause a certain ‘extinction’ of the contribution
they made to a more balanced vibrancy within the system.
Managing the different strata or layers always needs careful management
Rainforests are divided into different strata or layers with the vegetation organized into a vertical pattern from the
canopy top to the soil. Each layer offers a unique biotic community containing different plants and animals adapted
for life in that particular stratum. This is so much like our organizations, organised in hierarchies, each dependent but
equally each independent to carry on.
We have the forest floor, most of our workforce occupies this position, yet this floor receives only 2% of the sunlight
and need to constantly adapt to survive. I think that does seem like many organizations in there ratio between top
and bottom in pay, in understanding direction and contribution. There is this focusing on simply surviving ‘day-today’. There is always a certain decay taking place, not helped by the dense strata above. It is a place that is tough to
thrive well but it is critical to all above.
Then we have the understory, the middle managers that are between the canopy and the forest floor. It offers
many shade-tolerant shrubs; it is the place that allows vines to climb into the trees to capture light. To capture their
light, this understory often evolves much larger leaves to capture more light (craving for recognition) and allows for
dropping of seedlings to the forest floor. I can relate to that for innovation and our organizations can you? The
understory or middle managers are crucial to the innovation ecosystem.
Then of course we have the rich canopy layer, it forms the roof, it supports the forest as it has the position to
attract and support the diversity that is occurring. It determines this, it leads and others simply follow. In amongst
this canopy is ‘the emergent layer’, which grows above the average but to meet this they need to be strong to
withstand much. So many of our ‘rising star’s’ get caught out by strong winds that suddenly blow in due to changes
of sudden direction or misapplied ‘habitat’ destruction (wrong decisions) and take a real tumble, unlikely to recover
their former position.
All of these layers are reliant on the sun and the moisture within their soil for rainforests to thrive. Innovation
equally needs feeding, by the leadership of our organizations engaging with its needs. Innovation needs new
resource minerals, new ideas, new discoveries, and new knowledge flows. If these do not remain fertile, trees are
cleared, soil gets exposed, leached, and it creates run-offs, exposing the erosion that changes the dynamics and
vibrancy that innovation can provide.
Then we need to protect the native people of our innovation forest. Those specialized people who understand
innovation are our hunter-gatherers that support others to reside and thrive. People, not technology, systems and
processes make innovation work. They are ones to give us the diversity to allow innovation to flourish. There is
always this need to understand our innovation experts, they can teach us much about the environment and what it
needs. They can protect and nourish the plants, the birds, the insects to thrive in a trusting climate; they can balance
often conflicting demands.
Rainforests have different soil types, so does innovation
Soil types in rainforests are highly variable and it is the combination of several variables such as climate, vegetation,
position, material and soil age that make up the different characteristics we can find. Innovation is no different – we
have incremental, radical, breakthrough as well as focus on different types of innovation approach – for service, for
business models, from a research based or technology. Just take a look at the nine different ones I have suggested in
the past and described in this collaborative effort some time back.
Rainforests are also reliant on nutrient recycling, so should innovation in our learning, in our evaluation of
understanding our success and failures. What inhibited, what released, what accelerated, what aided our innovation
efforts? Understanding what allowed us to perform provides for this recycling for sustaining and fueling future
Then we have always the need for our buttress roots. These are like the buttress roots, my innovation button and
threads that create a network for gathering, sharing and translating new knowledge. Today we require and
increasingly rely on our networks to give us the sufficient and efficient uptake of innovation nutrients. The more we
encourage these buttress roots we avoid erosion and maximize this new innovation nutrient we need within our
Rainforests can be dense and impenetrable, so can innovation
Understanding all that makes up innovation is like this dense tropical rainforest. When you reflect on the term of a
jungle or rainforest it has much ambiguity in the application of the term, so tell me doesn’t innovation suffer the
Is innovation unruly, it is certainly less advanced than many other functional activities we undertake in organizations.
This is slowly changing as we understand it more, all its connected parts. We have allowed innovation to be
overgrown with tangled vegetation, often too dense to hinder clear movements or progress? I have suggested
innovation needs to be dynamic; we need to become fit and look fully across the innovation landscape. It is our
growing understanding of the richness within the innovation diversity that is both exciting to understand but
challenging to navigate.
It is good to sometimes cut down some trees, clear away the undergrowth, it allows the potential for greater growth
and it does allow the sunlight in. Sometimes, if you are not careful or selective, you can undermine that broader
growth but we do have to increasingly manage within a complex ecosystem to strengthen the whole system. Often
we are needing to make ‘tough’ choices but these can prompt a sudden burst of new energy and then supports new
So I’m making my own attempt at managing my own innovation ecosystem as I mentioned within myintroduction of
seeing “the wood for the trees,” attempting to strength certain aspects, methodologies or practices to grow what is
more valuable, discarding what might be holding me back. Let’s see if it allows for an even stronger set of outcomes.