Trend Hunter's Chief Growth Officer Dives into Innovating Through Ritual
Colin Smith — November 16, 2022 — TH Video
References: trendreports & youtube
In 'Innovating Through Ritual,' one of Trend Hunter's eLearning YouTube series, the Chief Growth Officer Jonathan Brown dives into how each individual at a company can contribute to innovation and the execution of new ideas.
One example that Brown covers is Design Thinking at Pfizer. Rather than simply presenting an idea to a manager, one employee began discussing their idea with the design team, leading to a strong connection and, eventually, a working prototype that was immediately approved by the team heads.
This story exemplifies the Vision Coalition, the pipeline from having an idea to obtaining buy-in that involves gathering allies, building assets, and showing off these workable assets in a proactive manner. Without the ritual of the Vision Coalition, many innovative ideas would fail before getting off the ground.
Another example of ritual innovation is the Sponsored Sell-In. This is an alternate pipeline that involves pitching an idea to select sponsors within a company, and tailoring the idea to these sponsors' interests. For example, pitching an idea to the CFO as a money-saving tool, and pitching the same idea to the CIO as a time-saving, consolidation tool. These sponsors then take control of the idea, and their influence causes the idea to sell itself to the head deciding party.
For more information on Innovating Through Ritual, check out Trend Hunter's 2023 Trend Report.
Image Credit: Trend Hunter
One example that Brown covers is Design Thinking at Pfizer. Rather than simply presenting an idea to a manager, one employee began discussing their idea with the design team, leading to a strong connection and, eventually, a working prototype that was immediately approved by the team heads.
This story exemplifies the Vision Coalition, the pipeline from having an idea to obtaining buy-in that involves gathering allies, building assets, and showing off these workable assets in a proactive manner. Without the ritual of the Vision Coalition, many innovative ideas would fail before getting off the ground.
Another example of ritual innovation is the Sponsored Sell-In. This is an alternate pipeline that involves pitching an idea to select sponsors within a company, and tailoring the idea to these sponsors' interests. For example, pitching an idea to the CFO as a money-saving tool, and pitching the same idea to the CIO as a time-saving, consolidation tool. These sponsors then take control of the idea, and their influence causes the idea to sell itself to the head deciding party.
For more information on Innovating Through Ritual, check out Trend Hunter's 2023 Trend Report.
Image Credit: Trend Hunter
Trend Themes
1. Vision Coalition - Building a pipeline from an innovative idea to obtaining buy-in by gathering allies and showing workable assets in a proactive manner.
2. Sponsored Sell-in - Pitching an innovative idea to select sponsors within a company and tailoring it to their interests before they take control and influence the head deciding party.
3. Design Thinking - Collaborating with a design team to create a working prototype and obtain approval from team heads for an innovative idea at a company.
Industry Implications
1. Marketing and Advertising - Developing a Vision Coalition to get buy-in from clients and stakeholders for innovative marketing and advertising campaigns.
2. Product Design - Adopting Design Thinking as a regular process for developing innovative product designs and prototypes.
3. Finance and Accounting - Using Sponsored Sell-In to pitch innovative financial tools to select sponsors in a company and gain buy-in from top decision-makers.
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