Is it mandatory to be collocated with the customer to innovate?
Organizations like Razorfish, Sapient etc, who are in the forefront of design thinking and have classified themselves as “boutique” when it comes to innovation with their state of the art design studios. Even the traditional companies like Ideo, have built a perception and set a precedent that innovation is at its best when with customer.
While there is some truth to this thought process, it is not completely true. We already know that giants like Walmart and Target have started their own innovation labs that are strategically remote to the nerve centers of their business. Ideo, Sapient and Razorfish have their design studios or labs that are still remote when it comes to their bout of innovation. It’s worthwhile to note that all have one thing in common. An effective communication and hand in glove kind of relationship between, business, competition, market, partner, consumer and the lab itself. All of these activities are coordinated and orchestrated very well.
Innovation can be outsourced too. I personally feel services organizations like us who cut across different industry verticals or groups are better positioned to deliver value to our customers by sharing the cross industry knowledge and domain expertise for faster reuse, repurpose and replication of ideas. None of the services organizations have defined an effective model with respect to creating equity as innovation service provider. Every other services company has dabbled with innovation as a value proposition. Organizations like Accenture, Deloitte etc. have differentiated themselves as strategic and effectively separating their services units.
The Digital Pumpkin is the digital immersion center at Mindtree focused on co-creation and innovation. It is the right investment in the right direction by our leadership to differentiate ourselves from our peers and competition. The Digital Pumpkin will only get us as far until we define a convincing marketable engagement model with effective template for communication that will deliver value and true benefits to our customers. This requires marketing, sales, pre-sales, account management, delivery and practice to come together as a cohort and drive in a concentrated effort.
Can we champion a model that is viable, effective, efficient and repeatable for businesses and customers? Can we begin innovation by defining a model to outsource innovation and create a barrier for competition?
Welcome to possible!