Embrace innovation as a culture and a means of survival

Anupama Wagh-Koppar

Innovate or die is a credo that is truer today than it ever was. But what is innovation really about? Is it about competitive, spirited advantage? Is it about reinventing business processes and procedures? About building entirely new markets that meet untapped, unexploited customer needs? Selecting and executing the right ideas and bringing them to market in record time?

Is it about taking corporate organisations built for efficiency and rewiring them for creativity and growth? It is all that and a lot more.

We should briefly look at the history of innovation. In the 1960s and 1970s, making things cheaper was the way to build competitive advantage; in the 1980s and 1990s, it was about making things better; and in the new millennium, it is about making better things.