{"id":6357,"date":"2012-05-21T07:15:00","date_gmt":"2012-05-21T07:15:00","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=6357"},"modified":"2021-07-14T18:13:37","modified_gmt":"2021-07-14T16:13:37","slug":"13-pieges-de-linnovation","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2012\/05\/21\/13-pieges-de-linnovation\/","title":{"rendered":"13 pi\u00e8ges de l&rsquo;innovation : retour aux fondamentaux"},"content":{"rendered":"<p><a href=\"http:\/\/www.amazon.fr\/ImaginNation-Com-lInnovation-lEre-Reseaux-Sociaux\/dp\/2918866237\/ref=ntt_at_ep_dpt_1\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" title=\"imaginnation\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/05\/imaginnation.jpg\" alt=\"imaginnation\" width=\"154\" height=\"205\" align=\"left\" border=\"0\" \/><\/a><em>Quels sont les pi\u00e8ges les plus fr\u00e9quents de l&rsquo;innovation. Le livre de Brice Auckenthaler est sorti dans la collection \u00ab les fondamentaux du management et du d\u00e9veloppement personnel \u00bb aux \u00e9ditions Kawa (transparence : Kawa est aussi mon \u00e9diteur) et ce n&rsquo;est pas un hasard. Si <a href=\"https:\/\/www.amazon.fr\/Brice-Auckenthaler\/e\/B004N98EMU\/ref=ntt_athr_dp_pel_1\" target=\"_blank\" rel=\"noopener noreferrer\">Brice<\/a>, avec son enthousiasme et sa jeunesse d&rsquo;esprit habituels, nous entra\u00eene comme toujours \u00e0 plus de partage, de collaboration et d&rsquo;inventivit\u00e9, il nous rappelle aussi que l&rsquo;innovation n&rsquo;est pas un attribut romantique du management, mais une discipline s\u00e9rieuse, et qui m\u00e9rite qu&rsquo;on respecte quelques r\u00e8gles. Arr\u00eatons-nous ici, et <a href=\"http:\/\/youtube.com\/ygourven\" target=\"_blank\" rel=\"noopener noreferrer\">en vid\u00e9o<\/a>, sur un des chapitres du livre (quatri\u00e8me) intitul\u00e9 \u00ab les 13 tentations auxquelles il faut r\u00e9sister \u00bb. Imagin&rsquo;Nation.Com &#8211; l&rsquo;Innovation a l&rsquo;Ere des R\u00e9seaux Sociaux (\u20ac26.95 ou \u20ac9.99 en e-book)<\/em><\/p>\n<h2>13 pi\u00e8ges de l&rsquo;innovation : retour aux fondamentaux<\/h2>\n<p><iframe title=\"[Fr] 3 pi\u00e8ges \u00e0 \u00e9viter dans l&#039;innovation collective par Brice Auckenthaler\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_ISPmob_WOg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>3 des 13 pi\u00e8ges de l\u2019innovation collective par Brice Auckenthaler Dans l&rsquo;interview ci-dessus, j&rsquo;ai demand\u00e9 \u00e0 Brice de d\u00e9crire trois des 13 tentations suscit\u00e9es et de les \u00e9claircir pour nos lecteurs. Voici ici la totalit\u00e9 de ces tentations\u00a0 livr\u00e9es de fa\u00e7on synth\u00e9tique :<\/p>\n<ol>\n<li>Se ruer sur les id\u00e9es : accepter de perdre du temps \u00e0 r\u00e9fl\u00e9chir\u2026<\/li>\n<li>Se limiter \u00e0 la recherche de produits et de services : bien que rassurante, cette m\u00e9thode est limitative. Elle se focalise trop sur le \u00ab quoi \u00bb pas assez sur le \u00ab pourquoi \u00bb<\/li>\n<li>Penser fonctionnalit\u00e9s seulement : ceci restreint \u00e0 l&rsquo;innovation incr\u00e9mentale<\/li>\n<li>Investir trop en \u00e9tudes en amont : souvent d\u00e9crit sur <a href=\"https:\/\/visionarymarketing.com\" target=\"_blank\" rel=\"noopener noreferrer\">visionarymarketing<\/a>, ceci est un billet classique en innovation technologique. C&rsquo;est rassurant pour le marketeur qui cherche \u00e0 se couvrir aupr\u00e8s de son management, mais tester de nouvelles id\u00e9es abstraites est co\u00fbteux et rarement utile<\/li>\n<li>Fixer les objectifs trop pr\u00e9cis : biais relev\u00e9 \u00e9galement par <span title=\"http:\/\/wp.me\/pfXk-jx\">Scott Berkun<\/span>, l\u2019innovation bifurque souvent, et donc il est inutile de \u00ab cibler \u00bb trop pr\u00e9cis\u00e9ment au d\u00e9part, <span title=\"https:\/\/visionarymarketing.com\/articles\/marketingtic.html\">mieux vaut \u00ab segmentuiter \u00bb comme dirait Paul Millier<\/span><\/li>\n<li>Placer trop d&rsquo;enjeux : risque de mettre trop de pression aux \u00e9quipes<\/li>\n<li>Oublier la mission de marque : la cr\u00e9ativit\u00e9 a besoin de contraintes pour \u00eatre bonne<\/li>\n<li>Le collectif comme unique source d&rsquo;inspiration : il faut alterner phases collectives et individuelles<\/li>\n<li>Ne pas r\u00e9mun\u00e9rer l&rsquo;effort d&rsquo;imagination : la r\u00e9mun\u00e9ration n&rsquo;est pas toujours financi\u00e8re<\/li>\n<li>Penser que l&rsquo;imagination collective est spontan\u00e9e et s&rsquo;entretient naturellement<\/li>\n<li>S&#8217;emp\u00eatrer dans le virtuel et oublier le r\u00e9el (les individus ont besoin de se voir pour cr\u00e9er, m\u00eame si les techniques \u00e0 distance existent)<\/li>\n<li>Oublier la m\u00e9thode<\/li>\n<li>G\u00e9rer le temps de mani\u00e8re inappropri\u00e9e<\/li>\n<\/ol>\n<p>Ces conseils, et bien d&rsquo;autres encore sont disponibles dans le livre de <a href=\"https:\/\/www.linkedin.com\/in\/briceauckenthaler\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brice Auckenthaler<\/a> \u00ab <a href=\"http:\/\/editions-kawa.fr\/?p=518\" target=\"_blank\" rel=\"noopener noreferrer\">imagin\u2019nation.com \u00e0 l&rsquo;innovation \u00e0 l&rsquo;\u00e8re des r\u00e9seaux sociaux<\/a> \u00bb parus aux <span title=\"www.editions-kawa.com\">\u00e9ditions Kawa<\/span>. Livre \u00e9galement disponible en e-book (<a href=\"http:\/\/www.numilog.com\/LIVRES\/FICHES\/134398.Livre\" target=\"_blank\" rel=\"noopener noreferrer\">\u20ac9.99 chez Numilog<\/a>)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imagin&rsquo;Nation.Com &#8211; l&rsquo;Innovation a l&rsquo;Ere des R\u00e9seaux Sociaux (\u20ac26.95 ou \u20ac9.99 en e-book)<\/p>\n<p>Le livre est sorti dans la collection \u00ab les fondamentaux du management et du d\u00e9veloppement personnel \u00bb aux \u00e9ditions Kawa (transparence : Kawa est aussi mon \u00e9diteur) et ce n&rsquo;est pas un hasard. Si Brice Auckenthaler, avec son enthousiasme et sa jeunesse d&rsquo;esprit habituels, nous entra\u00eene comme toujours \u00e0 plus de partage, de collaboration et d&rsquo;inventivit\u00e9, il nous rappelle aussi que l&rsquo;innovation n&rsquo;est pas un attribut romantique du management, mais une discipline s\u00e9rieuse, et qui m\u00e9rite qu&rsquo;on respecte quelques r\u00e8gles. Arr\u00eatons-nous ici, et en vid\u00e9o, sur un des chapitres du livre (quatri\u00e8me) intitul\u00e9 \u00ab les 13 tentations auxquelles il faut r\u00e9sister \u00bb :<\/p>\n","protected":false},"author":2,"featured_media":34070,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[248],"tags":[],"class_list":["post-6357","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-livres-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>13 pi\u00e8ges de l&#039;innovation : retour aux fondamentaux<\/title>\n<meta name=\"description\" content=\"Quels sont les pi\u00e8ges les plus fr\u00e9quents de l&#039;innovation. 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