By ROSHAN THIRAN
roshan.thiran@leaderonomics.com
In May 2014, Apple’s brand value dropped 20% whilst Google’s grew 40%. According to various reports, this US$37bil drop in value for Apple was due to “lack of innovation”. Everyone talks about innovation and its importance, yet we see many companies struggle with innovation including companies like Apple whom most of us would prescribe as innovative.
So, why was Samsung, Google and even Microsoft succeeding in being innovative whilst Apple struggled?
What changed?
According to Andre Spicer from the CASS Business School, Apple’s decline in innovation has to be solely the fault of the chief executive officer (CEO).
He adds:
“What’s been interesting with Apple in the last few years is that under Tim Cook, the company has moved very much from being the leader in the industry, to following many industry trends.”
To Spicer, the leader sets the innovation agenda and has to take a huge responsibility for its results or lack of. Many analysts believe that a key reason for Apple’s lack of innovation has been Cook’s relentless focus on short-term profit rather than long-term growth and innovation. In contrast, Google was clearly seen focused on solving long-term problems rather than obtaining short-term profits. Even Microsoft with its new CEO had moved from a profit-hungry machine into one with a long-term view.
But much more alarming at Apple was its loss of being the industry leader. At the launch of the iPhone 6, 6Plus and iWatch, most industry experts were unimpressed. Where Apple once led the industry, these new products were entering a market already dominated by Samsung and Sony, who have already brought out numerous iterations of big phones and smartwatches and are now moving into new areas such as virtual reality headsets. In fact, Steve Jobs once stated that “no-one’s going to buy a big phone”. Well, the good news is that there are many who have forgotten what Job’s said and are buying Apple’s new big phones.
Imagine Jobs watching as Apple releases big phones, becomes a “follower” in various areas, and uses its cash to buy back shares (to prop share prices) and thereby diverting money that could have been used in longer-term innovation.
The declining great
So, how did Apple lose its ability of being the leader and trendsetter? Clearly it was a leadership issue.
But this fall from innovation greatness is not something that has only inflicted Apple. This has been the case for many innovative companies from the beginning of time. The moment organisations forget what brought them success, and instead dwell on profits and share price, they are bound to fall. So, what can we learn from here? What lessons can we gather for ourselves in our organisation’s innovation journey?
We hate new ideas
A few years ago, I read Scott Berkun’s Ten Myths of Innovation. One of the 10 myths he postulates is “the myth that we love new ideas”. According to Berkun, as humans, we hate change as “conformity is deep in our biology”. To him, being creative is not safe. Most creative people were shunned, disgraced and most great ideas were rejected, often for many years before they became the norm.
Berkun adds:
“The history of breakthroughs is a tale of persistence against rejection. Much of what makes a successful innovator is their ability to persuade and convince conservative people of the merits of their ideas, a very different skill from creativity itself.”
Apple’s innovation stemmed from their former CEO’s skill in pitching ideas to others. There are a million ideas being rejected daily. Ideas are rarely rejected on their quality but because of how they make people feel. Selling ideas are possibly a key element in the innovation process that is often taken for granted. Yet, it holds the key if an idea is accepted and embraced.
Apple not only lost a great CEO in Jobs, it lost its chief persuasion officer. Innovation is persuasion.
Change is tiring
The word “innovation” is derived from the Latin word “innovare” which means to “renew or change”. Innovators are essentially change agents. They are always defying their bosses, the organisational structure and refusing to conform to status quo.
When organisations become big and strapped with cash (as in the case with Apple), change may actually not be welcomed. Processes, structure and consistent performance become the new mantra instead of the usual experimentation, risk and play. This drowns out the “heretics” in the organisation that push through disruption and change.
In fact, most organisations won’t promote many of these “rebels” into senior roles as they lack political savvy in conforming to the unwritten status quo of the organisation. Innovation gets stalled and over a period of time, the decay starts to show.
Some ‘fruitful’ lessons
So, what can we learn from Apple’s fall from its innovative glory? Clearly, money is the root of all innovation failures. An intense focus on profit will drive innovation to its tomb. Leadership is also key to innovation success. Having the skill to persuade others to embrace and try your ideas is critical in every organisation. And more importantly, ensuring your innovators and heretics are given the space to grow and innovate is key.
So, what can we learn to enable us to be better innovators?
Here are my top 10 tips to becoming a better innovator and a heretic:
1. Learn to observe and listen more
Part of Jobs’ uncanny ability for innovation was his skill of observation and listening. I saw a YouTube clip of Jobs listening intently to Bill Gates explaining in minute detail the future tablet. Jobs listened and two years later, the iPad was birthed.
Microsoft at that point, didn’t seem to be listening to its former CEO. Today it listens to everyone and its innovation shines through.
2. Connect the dots
Apple may lag its rivals as they had failed to connect the technology dots. What does this mean?
It simply means utilizing point 1 (observation and listening) and then finding patterns and other ideas to create new ones. Ideas always come from other ideas. When you listen and observe, the key is to look for patterns and figure out a way to combine and build upon the existing ideas.
3. Be brave, be heretical
Take risks. Don’t be afraid of making mistakes. Innovators struggle and struggle. Apple in the early days made numerous product mistakes with Lisa and other ‘dud’ products. Yet, that did not stop it from innovating. It dared to go against convention and stand up for it. And it resulted in a much admired Apple. In its later years, one can argue that it follows in the footsteps of others.
Berkun adds that “experiment is the expected failure to deliberately learn something”.
General Electric (GE) founder Thomas Edison famously said that:
“I have not failed. I’ve just found 10,000 ways that won’t work.”
Innovators are brave people. If you want to be an innovative organisation or an innovator, be ready to be ridiculed as people hate change. But stand firm on your heretical belief and one day you may be praised. Gutenberg invented the printing press and received no credit during his lifetime. Today, his invention is considered one of the most important in history.
4. Be persistent
Innovation requires hard work and the ability to keep going strong in dark moments. Edison adds that:
“Invention is 1% inspiration and 99% perspiration.”
Ideas are the starting point of innovation but the majority of the journey is a laborious one where persistency, faith in vision and hard work will take us through.
5. Learn to persuade
The key to ensuring your innovation becomes successful is to have the Jobs-like skill for persuading others to accept our ideas and make them come true. Many innovators cannot communicate their work resulting in many great ideas not being accepted and mediocre ones (that are well communicated) being glorified.
6. Always keep a journal or device to write things down
Ideas are usually built on other ideas. When the apple fell on Isaac Newton’s head, it was the last piece of the jigsaw. The apple falling reinforced his 20 years of work on gravity and enabled him to pull together all his notes and thoughts previously on the subject.
I am sure there were many other people who had apples fall on them. Yet, it was Newton who made the connection. Having different thoughts and ideas written down helps as you can always go back to them in the future and start to make those connections when an apple falls on your head.
7. Ask questions always, be curious
Innovators are inquisitive people who are always looking for a problem to solve.
8. Find an innovation buddy
Innovation never happens alone. Our media constantly showcases lone-ranger type innovators sitting in a dark lab and creating the most amazing inventions. Most inventions happen in groups who brainstorm and work together. Find a partner who is interested in similar innovating ideas and join forces.
9. Access your creative energy
To do this you need to be in a relaxed manner. This is why we sometimes get great ideas in the shower or when driving alone. Find your creative energy trigger or creative zone or space.
10. Plan for setbacks
There will always be roadblocks along the way. Think and identify possible problems that may arise and be prepared with Plan B and Plan C. This will enable you to be ready when these setbacks occur.
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12 Comments
Dennis
January 24, 2015 at 9:24 amgreat article … Very true and although I have many Apple products, I have seen the sad decline of Apple from leader to follower.
Roshan Thiran
January 26, 2015 at 10:21 pmThanks for the comment Dennis. Apple was a great company. But all organisations go through a phase where they try to protect status quo rather than pushing the boundaries consistently. The same happened to Microsoft in the 90s. But the lost of your Chief Persuasion officer has been a big part of the decline at Apple.
rajoo palaniappan
January 27, 2015 at 2:47 pmA very good interesting reading ( learning experience) on ‘ Innovation Leaders’, lot of ideas was explored on Success and Failures towards innovation.
The Innovation Paradox is to protect and safe the current business ( Short term) and continue to surf the ‘ Oceans’ to Discover the insights to face the challenges – but this is tough and
risky – big waves and tsunami
Leaders like to do what they know best ( Efficiency and Numbers)
1. Nokia – Make six sigma mobile phones for 20 years but lost the battle
2. Motorola – the inventor of the cell technology, eliminated from the screen
3. Sony the leader in the ‘ Music ‘ industry,
4. National Semiconductor once a world leader ‘ Chip Technology’
Your sharing experience on ‘ Business Innovation’ hope can generate interest for Business Leaders to rethink the Strategy ( Business Model) to move from ‘ Efficiency to Innovation Economy’.
Your ideas or a tips should be a turning point for ‘ Leaders’ to think different of the need for Long Term View of Business
1. The trends and lifestyle
2. The business outlook
3. The opportunities and challenges
I liked when you mentioned – money is the root of all innovation failures
1. Kodak was very successful company and making money, when the ‘ IDEAS on Digital Film Image was put forward to the Board, the members expressed ‘ Why renew or change’ and the rest is history – Fuji pitch the ideas to be the market leader in ‘ Digital Film’
Few months ago there was a study done on 50 companies in Malaysia, and the critical findings was 80% wants to rethink or redesign the all aspects of the business – ‘ Business Innovation.
a. Brand innovation
b. Process Innovation in the supply chain
c. Business Model innovation
d. Strategy redesign
But the interesting factor in the analysis is many of them lack the ‘ Skill Sets’ ( Innovation Process & Tools) to take ideas and transform into ‘ Business Value Proposition’ because the platform to grow or explore new knowledge ( prototype, experiment and take risk is not encouraged in the the business.
Having said the key is ‘ Leadership’ if he and his team, does not encourage a ‘ balance in the thinking process the journey the innovate STOPS.
Keisha
January 28, 2015 at 4:40 pmGood reading..Love tips no 6 and 9. I guess no 6 is a good tips that not many of us would think of doing but find it hard to do. We may have many ideas flowing at different phase of our lives but when we fail to achieve an answer or follow up it will be forgotten sooner or later. Having a journal or to pen ideas down not only overcomes our lack of memory power but I believe to also remind us we have unfinished business and we will thrive to work on it. Refering to point no 9, I read one article once that all types creativity needs space and time. But these two are the hardest gifts to give oneself.
Roshan Thiran
February 2, 2015 at 11:27 pmThank you Rajoo and Keisha for your comments and thoughts. Always great to learn off each other. Thanks for sharing.
Paul Tan
February 9, 2015 at 2:01 pmActually, you’re off the mark about Apple, Roshen. Go to https://www.google.com.my/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=apple%20share%20price%2012%20months and check out Apple’s share prices over the past 1 year and 5 years. Similarly, check Samsung’s over the past 12 months – it has remained stagnant.
Innovation is not a simplistic process when put in the context of a competitive environment. Like in nature, different species dominate when you look at a long enough period of time. Even Steve Job was not consistently successful – his Eliza and NeXT computers were flops. If leadership or innovation can be reduce to simple formulas, life would be so much simpler, wouldn’t it? :-)
Roshan Thiran
February 13, 2015 at 8:51 pmYou are spot on Paul. Innovation is not a one-off event. Its a way of life. Its a process. My point about Apple’s share price was reflective its position on May 2014. It doesn’t matter if its Apple or any company at the top. The key to success is usually leadership. At the heart of it, Apple has lost its leadership with the loss of Jobs. And a key part of leadership (or innovation) is the process of selling. Apple’s products were never cutting edge. There were many smartphones prior to the iPhone. Yet, Job’s biggest quality was his ability to sell. His ability to convince us that Apple was truly different and innovative. Apple is not just a company selling phones. It was a cult. Much of its cult membership remains, which keeps its phones and share price up. And Apple has more cash that it will ever need. So, it will not diminish overnight. Yet, the cult factor is no more there. And that leadership was lost with Job’s demise.
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Datuk Lee
March 18, 2015 at 9:41 pmI totally agree with the article. Well written and well articulated with good research.
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Roshan Thiran
March 6, 2017 at 8:33 pmGlad you enjoyed the article. There are a ton more great articles here on leadership and growth. Email us at editor@leaderonomics.com if you have any additional comments or feedback on how to enhance the website and make it better for you. Thanks
Roshan