{"id":39,"date":"2006-03-22T13:40:26","date_gmt":"2006-03-22T13:40:26","guid":{"rendered":"https:\/\/visionary.wordpress.com\/2006\/03\/22\/il-faut-definir-ce-quest-reellement-linnovation\/"},"modified":"2021-03-05T07:35:34","modified_gmt":"2021-03-05T06:35:34","slug":"definition-innovation","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2006\/03\/22\/definition-innovation\/","title":{"rendered":"Il faut trouver la juste d\u00e9finition de l’innovation"},"content":{"rendered":"

Avant tout travail d’innovation, il faut fixer la juste d\u00e9finition de ce terme. L’innovation est un mot fourre-tout qui a \u00ab\u00a0autant de sens que de gens qui prononcent son nom\u00a0\u00bb \u00e9crit Brianna Sylver avec \u00e0 propos, dans un article r\u00e9cent (January 31, 2006) de la revue Business Week intitul\u00e9 \u00ab\u00a0What does \u00ab\u00a0Innovation\u00a0\u00bb really mean? How to insure a success with your clients\u00a0\u00bb.<\/em><\/p>\n

Sylver pense que la d\u00e9finition de l’innovation tant que \u00ab\u00a0introduction de quelque chose de nouveau\u00a0\u00bb, n’est pas vraiment satisfaisante. Dans son esprit, et l’exp\u00e9rience nous a montr\u00e9 qu’il en est r\u00e9ellement ainsi, le consultant en innovation devra avant tout identifier ce que l’innovation signifie pour le client par rapport \u00e0 la situation dans laquelle se trouve l’entreprise.<\/p>\n

3 sc\u00e9narios possibles pour une juste d\u00e9finition de l’innovation<\/h2>\n
\"Il
Au lieu d’\u00e9lever l’innovation au rang de totem, il faut apprendre \u00e0 en donner une juste d\u00e9finition – voir notre livre blanc sur l’innovation conjointe<\/a><\/figcaption><\/figure>\n

<\/p>\n

    \n
  1. Sc\u00e9nario 1 : ce qu’elle d\u00e9crit comme le syndrome de la \u00ab\u00a0maison en feu\u00a0\u00bb, dans lequel la maison du client est en feu, les ventes et les b\u00e9n\u00e9fices chutent, et personne ne sait pourquoi et encore moins quoi faire,<\/li>\n
  2. Le sc\u00e9nario 2 se d\u00e9roule alors que l’entreprise vient de se d\u00e9barrasser du syndrome de la \u00ab\u00a0maison en feu\u00a0\u00bb et qu’elle cherche \u00e0 mettre en place un effort d’innovation soutenu,<\/li>\n
  3. Le sc\u00e9nario 3 est celui o\u00f9 l’entreprise est un leader \u00e9tabli et o\u00f9 l’innovation vise \u00e0 garder une longueur d’avance, ind\u00e9pendamment des \u00e9checs qui peuvent survenir au cours du processusBrianna Sylver (elle est \u00e9galement fondatrice de Sylver consulting) poursuit en d\u00e9crivant la mani\u00e8re d’aborder chaque sc\u00e9nario.<\/li>\n<\/ol>\n

    Cela vaut vraiment la peine d’\u00eatre lu.<\/p>\n

    Article disponible sur : What does \u00ab\u00a0Innovation\u00a0\u00bb really mean? How to insure a success with your clients<\/a><\/p>\n

    Le terme \u00ab\u00a0innovation\u00a0\u00bb – avec son adjectif \u00e9cul\u00e9, \u00ab\u00a0innovant\u00a0\u00bb et son verbe \u00e0 bout de souffle, \u00ab\u00a0innover\u00a0\u00bb – est devenu le cri de ralliement de chaque chef de produit, la poursuite de chaque consultant en design, le remplissage automatique de chaque r\u00e9dacteur de communiqu\u00e9 de presse. Le mot a \u00e9t\u00e9 mis \u00e0 toutes les sauces, de l’iPod d’Apple \u00e0 un nouveau mod\u00e8le dans Microsoft Word. Comment peut-on donc utiliser un seul terme pour d\u00e9crire des choses aussi diff\u00e9rentes ?\u00a0<\/em><\/p>\n

    En substance, comme\u00a0d\u00e9finir r\u00e9ellement l'\u00a0\u00bbinnovation\u00a0\u00bb ?<\/i><\/strong><\/p>\n

    Techniquement, l'\u00a0\u00bbinnovation\u00a0\u00bb est simplement d\u00e9finie comme \u00ab\u00a0l’introduction de quelque chose de nouveau\u00a0\u00bb ; il n’y a pas de qualificatif pour d\u00e9crire \u00e0 quel point ce quelque chose doit \u00eatre r\u00e9volutionnaire ou bouleversant pour le monde – seulement qu’il doit \u00eatre meilleur que ce qui existait auparavant. Et c’est l\u00e0 que les probl\u00e8mes commencent lorsqu’une organisation demande des \u00ab\u00a0services d’innovation\u00a0\u00bb \u00e0 une soci\u00e9t\u00e9 de conseil. Que demandent-ils exactement ? Le fait est que l’innovation n’a pas la m\u00eame signification pour tout le monde.<\/em><\/p>\n

    Comprendre la motivation<\/em><\/strong><\/p>\n

    Il est essentiel d’\u00e9tablir une lecture de base de ce que l’innovation signifie r\u00e9ellement pour l’organisation qui recrute (ou le client), afin que le \u00ab\u00a0processus d’innovation\u00a0\u00bb puisse \u00eatre adapt\u00e9 de mani\u00e8re unique et appropri\u00e9e pour r\u00e9pondre aux d\u00e9fis et aux exigences sp\u00e9cifiques de cette organisation. Mais obtenir cette connaissance de base de ce qu’est un \u00ab\u00a0r\u00e9sultat acceptable d’un projet d’innovation\u00a0\u00bb est… eh bien, plus difficile qu’on ne le pense. Cela semble \u00e9vident, mais afin de d\u00e9finir ce que l’innovation signifie pour le client, la soci\u00e9t\u00e9 de conseil qui a pass\u00e9 un contrat pour les services d’innovation doit d’abord comprendre la motivation du client \u00e0 rechercher des services d’innovation. Les entreprises recherchent g\u00e9n\u00e9ralement des services d’innovation en r\u00e9ponse \u00e0 l’une des trois situations suivantes<\/em><\/p>\n

    1. Elles sont actuellement plong\u00e9es dans les flammes de la \u00ab\u00a0burning platform\u00a0\u00bb (comme l’appelle Russ Ward, directeur du d\u00e9veloppement des nouveaux produits chez IMP, Inc.) Leurs profits chutent, leurs produits ne se vendent pas et ils ne savent pas quoi faire.<\/em><\/p>\n

    2. Ils ont \u00e9merg\u00e9 de l’\u00e9poque de la \u00ab\u00a0burning platform\u00a0\u00bb et ont compris que l’innovation n’est pas un processus de d\u00e9marrage\/arr\u00eat, mais un processus \u00e9volutif qui requiert une attention constante.<\/em><\/p>\n

    3. Ils sont leaders dans leur secteur et sont d\u00e9termin\u00e9s \u00e0 y rester. L’\u00e9chec est accept\u00e9 au sein de leur organisation parce qu’ils comprennent et acceptent pleinement le jeu des chiffres dans le d\u00e9veloppement de produits.<\/em><\/p>\n

    Chacune de ces situations g\u00e9n\u00e8re une d\u00e9finition (et un r\u00f4le) diff\u00e9rents pour l’innovation au sein de l’organisation qui recrute, et d\u00e9finit par cons\u00e9quent un paysage diff\u00e9rent pour la gestion du poste. <\/em><\/p>\n

    Pour les entreprises plong\u00e9es dans les flammes de la \u00ab\u00a0plate-forme br\u00fblante\u00a0\u00bb, l’innovation se trouve en mode r\u00e9actif. La rapidit\u00e9 est la plus importante, et \u00ab\u00a0l’innovation\u00a0\u00bb dans ce contexte signifie souvent qu’il faut adopter l’approche \u00ab\u00a0me-too\u00a0\u00bb \u00e0 l’\u00e9gard de ce que font leurs concurrents. <\/em><\/p>\n

    Pour les organisations qui ont r\u00e9cemment \u00e9merg\u00e9 de l’\u00e9poque de la \u00ab\u00a0plateforme br\u00fblante\u00a0\u00bb, leur attention se porte sur les avanc\u00e9es rapides et les petites victoires – elles sont reconnaissantes d’avoir trouv\u00e9 une certaine stabilit\u00e9 en leur sein, mais les temps de l’emploi pr\u00e9caire sont encore trop frais pour qu’elles se sentent \u00e0 l’aise en pensant que tout va pour le mieux dans le meilleur des mondes. <\/em><\/p>\n

    Pour les leaders de l’industrie, ils ont g\u00e9n\u00e9ralement le temps et les avantages d’un flux de tr\u00e9sorerie positif de leur c\u00f4t\u00e9. Ils peuvent r\u00e9fl\u00e9chir strat\u00e9giquement \u00e0 leur situation actuelle et \u00e0 leurs projets d’avenir. Ils ont toujours besoin de petites victoires, mais ils peuvent se permettre de r\u00e9fl\u00e9chir de mani\u00e8re plus tactique \u00e0 la mani\u00e8re dont ces succ\u00e8s contribuent \u00e0 une strat\u00e9gie d’entreprise plus ambitieuse.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Avant tout travail d’innovation, il faut fixer la juste d\u00e9finition de ce terme. L’innovation est un mot fourre-tout qui a \u00ab\u00a0autant de sens que de gens qui prononcent son nom\u00a0\u00bb \u00e9crit Brianna Sylver avec \u00e0 propos, dans un article r\u00e9cent (January 31, 2006) de la revue Business Week intitul\u00e9 \u00ab\u00a0What does \u00ab\u00a0Innovation\u00a0\u00bb really mean? How …<\/p>\n","protected":false},"author":2,"featured_media":45168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-39","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nIl faut trouver la juste d\u00e9finition de l'innovation selon Brianna Sylver<\/title>\n<meta name=\"description\" content=\"Avant tout travail d'innovation donner la juste d\u00e9finition de ce mot qui a trop de sens diff\u00e9rents et est utilis\u00e9 \u00e0 tort et \u00e0 travers\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2006\/03\/22\/definition-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" 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