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Innovation in Communications
1. Creating an Innovative Communication Environment
Innovation in Communications
Applying Innovation to Christian
Communications
2. Creating an Innovative Communication Environment
What is Innovation?
• What it isn’t
• Technical meanings
• The cult of innovation
• Legitimate innovation:
– The combination of insight and invention
• How this applies to Christian
Communications:
– Meeting readers needs, interests and
desires
3. Creating an Innovative Communication Environment
Innovation Pyramid
Many Incremental Quick Wins
And Continuous Improvements
Key New Ventures,
Prototypes and Projects
A
Few, Big
Strategic Bets
* Taken from Harvard Business School
4. Creating an Innovative Communication Environment
Why do we need to innovate?
• The consumer of information keeps
changing.
• The world of media keeps changing and
becoming more competitive – requiring
innovation
• We live in an information saturated world
that forces us to modify our methods
regularly
5. Creating an Innovative Communication Environment
Why do we need to innovate?
• We live in a world of doubts and spend our
lives searching for those truths that are
certain.
“If a man will begin with certainties,
he shall end in doubts; but if he
will be content to begin with
doubts he shall end in certainties.”
Sir Francis Bacon
6. Creating an Innovative Communication Environment
Spiritual Underpinnings
• The Story of Caleb (Numbers 13)
• Courage + Obedience = Peace
• This equation is key:
– Courage confronts the problem (Numbers 13)
– Obedience does the hard work (Joshua 14)
– Peace is the result of a honorable innovation
(Joshua 20)
7. Creating an Innovative Communication Environment
Creating an atmosphere
of innovation
• A few basic tactics:
– Encourage new ideas in your team
– Develop listening skills
– Hold staff meetings regularly
– Pray and trust the Holy Spirit
– Keep the “main thing the main thing”
8. Creating an Innovative Communication Environment
Innovative atmosphere cont.
• The roles of leaders
– Be authentic and transparent
– Create a dynamic atmosphere
– Value balance in life
– Value time away
– Be patient as you lead
9. Creating an Innovative Communication Environment
Stories and Lessons #1
• Research your audience
– Hasbro: Learning through playing
– McDonalds: Learning from customers
10. Creating an Innovative Communication Environment
Stories and Lessons #2
• Rapid Prototyping
– Don’t think forever / Don’t act hastily
– Think clearly and act quickly
• Rapid Prototyping Provides:
– Quick validation of an idea
– Flexibility of budget
– Information on what needs to change
– Results to share with management
• Examples:
– Direct mail or self mailer
– Security Model for Communications
11. Creating an Innovative Communication Environment
Stories and Lessons #3
• Innovations in Publishing:
– Computer
– Graphics
– Fulfillment software
– Editorial Innovations:
• Shortening the interview
• Beyond the devotional
• Tackle controversial issues
12. Creating an Innovative Communication Environment
Winners and Losers
• Losers
– Radical editorial changes
– A defeatist mentality
• Winners
– A journal for missionaries
– Newsletters
13. Creating an Innovative Communication Environment
Stories and Lessons #4
• Problem: Who wants to watch that old
ministry video?
• Urgency: We need to engage new
audiences with our message
• Innovation: YouTube
• Holistic Innovation: HCJB Global
YouTube Page as a distribution
mechanism for global distributed staff
17. Creating an Innovative Communication Environment
MinistryTube Directory
http://ministrytube.blogspot.com
18. Creating an Innovative Communication Environment
Barriers to Innovation
• In nonprofits we have some significant
barriers to innovation:
– Barrier 1: Lack of value for our people
– Barrier 2: Dramatic swings in decision making
– Barrier 3: Capacity for risk
– Barrier 4: Suspicion of creativity
– Barrier 5: Transition in our funding models
19. Creating an Innovative Communication Environment
Reflections on
Mission’s Legacy
A history of faithful innovation
20. Creating an Innovative Communication Environment
www.innovationinmission.com
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Editor's Notes
Holistic Innovation
Value Conceptual Innovation
Value Pragmatic Innovation
Unite them in Holistic Innovation