The Innovation Game by Sara Driscoll talks about how “Innovation has no timeline or budget, and needs to be tested many times and in many different ways before anything innovative is ever produced. For true technological innovation this is true, but innovation within the channel is constrained by both budgets and time. This makes it no less innovative.
Innovation isn’t necessarily discovering hyperthreading or the latest security standard, reinventing the internet or redesigning the microchip. Often the whole point of innovation is not simply to solve a problem, but to recognise exactly what the problem is in the first place. And it doesn’t end there. Channel players who believe that solving a problem in a different way is the answer are only halfway there.
End-users often don’t welcome innovation because it spells change, and because no matter how good a new system is, an old system will always have two advantages: it is established and it is understood.
It is the task of the channel to not only solve the problem, but to ensure end-users recognise why the innovation is needed. Buy-in is the essential ingredient to any real innovation, because without acceptance it will be stopped in its tracks.