https://ebookmass.com/product/be-less-zombie-how-great-
Instant digital products (PDF, ePub, MOBI) ready for you
Download now and discover formats that fit your needs...
User Tested: How the World's Top Companies Use Human Insight to Create Great Experiences Janelle Estes
https://ebookmass.com/product/user-tested-how-the-worlds-topcompanies-use-human-insight-to-create-great-experiences-janelleestes-2/ ebookmass.com
User Tested: How the World's Top Companies Use Human Insight to Create Great Experiences Janelle Estes
https://ebookmass.com/product/user-tested-how-the-worlds-topcompanies-use-human-insight-to-create-great-experiences-janelle-estes/
ebookmass.com
Build Great Teams: How to Harness, Create, and Be Part of a Powerful Team American Library Association
https://ebookmass.com/product/build-great-teams-how-to-harness-createand-be-part-of-a-powerful-team-american-library-association/ ebookmass.com
Cyclized Helical Peptides: Synthesis, Properties, and Therapeutic Applications Zigang Li
https://ebookmass.com/product/cyclized-helical-peptides-synthesisproperties-and-therapeutic-applications-zigang-li/
ebookmass.com
https://ebookmass.com/product/first-aid-2022-32nd-edition-edition-taole/
ebookmass.com
Ready for B2 First — 4th edition Workbook with Key Lucy Holmes
https://ebookmass.com/product/ready-for-b2-first-4th-edition-workbookwith-key-lucy-holmes/
ebookmass.com
Valley of Promise (The Belle Fourche Chronicles Book 2) Kari Trumbo
https://ebookmass.com/product/valley-of-promise-the-belle-fourchechronicles-book-2-kari-trumbo/
ebookmass.com
Les incroyables records du monde de Lucy et Sandesh Jenny Pearson
https://ebookmass.com/product/les-incroyables-records-du-monde-delucy-et-sandesh-jenny-pearson/
ebookmass.com
Champagne and French Kisses: A fish-out-of-water sweet romantic comedy (Falling in Paris Book 3) Elsie Woods
https://ebookmass.com/product/champagne-and-french-kisses-a-fish-outof-water-sweet-romantic-comedy-falling-in-paris-book-3-elsie-woods/
ebookmass.com
Contemporary Issues in Business Ethics 6th Edition https://ebookmass.com/product/contemporary-issues-in-businessethics-6th-edition/
ebookmass.com
“Essentialreadinginanageofdisruption.”
DavidReay,SeniorVicePresident,SonyMusicEntertainment
“Thisisaninvaluablestep-by-stepguidetosparking,scalingandsustaininga cultureofboldinnovation.”
AshTailor,GlobalBrand&MarketingDirectoratLEGOLAND
“Packedfullofpracticaltipstoboostyourcompany’slifespan.”
AshSchofield,CEO,giffgaff
“AtagamecompanylikeElectronicArts,we’renostrangerstozombies-bothin thegamesweproduceandinourdailybattlesagainstthemanydisruptiveforces tryingtomakeusobsolete.It’sthesameeverywhere.Mostleadersstruggletoget theinnovationperformancetheyneed.Thisisthepracticalplaybookthey’vebeen waitingfor.”
AndyBillings,VicePresidentProfitableCreativity,ElectronicArts “Abookofsomebrilliance.Everyonewithaninterestinpursuingsustainable, profitablerelevanceshouldreadit.Compelling,fiendishlycleverandfullof practicalideasandtoolsdeliveredwithgreatskill.Theimplicationsforbusiness arevast!”
JoWade,SpecialistAccountManager,Oncology,PfizerUK
“Inbusinessalotistalkedaboutentrepreneurialspiritwithoutgivingitthe oxygentodevelopandthrive.Veryoftenthedifficultyiswheretostart. BeLess Zombie isanexcellentandpracticalguideforanyleaderstryingtoturnonhigher levelsofinnovationintheirorganisation.”
DenisO’Flynn,formerManagingDirector,PernodRicardUK
“Thisbookispackedwithvitalknowledgeandessentialstrategiesthatyoucan adoptandapplyimmediatelytohelpcreateaninnovationmindsetwithinany teamororganisation.Writteninanengagingandimpactfulwayitputstheories intopractice,sharingnewtoolsandinsightsbasedonadecadeofinnovation experimentsconductedinsideFortune500companiesofallshapesandsizes.”
ChrisParles,SeniorFellowandProgrammeDirectorofMusic&Brandingat UniversityfortheCreativeArtsBusinessSchool
“Innovationbeginsandendswiththerightleadershipandculture.It’ssorefreshingtoseemoreoftheinnovation‘how’codifiedwithpracticalexamplesand tools.”
GarethHussey,ChiefMarketingOfficer,TescoMobile
“Thedefinitiveleadershipguidetosimplifying,mobilisingandhumanising innovation.”
TeresaKotlicka,People&Culture,SonyMusicEntertainment
“Inthestruggleallorganisationsfacetodriveinnovation,thisbookdefinestherallyingcryyouneedtobringeveryonetogetherandprovidesanexcellenthandbook withtheessentialtoolstomakeithappen.”
AlanW.Brown,ProfessorinDigitalEconomy,UniversityofExeter,UK
“Anindispensablereadthatunashamedlykickswide-openthedoortoreal-world innovation.Engaging,accessibleandwithlotsofinvaluabletipsandinsightsfor leadersatalllevelsonhowtocreateacultureandclimateinwhichinnovation thrives.Agreatwake-upcallforallzombies nowtherearenoexcuses!”
DavidRiley,BusinessPsychologist
“BeLessZombie isapracticalguideforequippingleadersandmanagerstryingto turnonhigherlevelsofinnovationintheirbusiness.”
SamanthaSeal,TalentStrategistandDirector,onthewingLtd.
“Aleader’slifelineforevoking,embeddingandlivinganinnovationculture.”
LauraEllis,HeadofTalentManagement,EMEA,Ogilvy
“Amust-readforanyone–inanybusinesssector,atanycareerlevel–whois passionateabouttheseriousbusinessofinnovation.Apracticalguidetocurating acultureofinnovationandnavigatingagainsttheheadwindsoforganisational statusquo.”
SimonCollins,SeniorVicePresident,Mastercard
“Atlastabookthatgivespermissiontocreate,collaborateandinnovate.Elvin Turnerintelligentlychallengesthestatusquowithasprinklingofverygood humour.Essentialreading.”
LeeWiddows,AssociateHeadofFashion,UniversityfortheCreativeArts
“BeLessZombie ismorethanabook,itisatoolkitforanyseniorexecutivewho wantstodrivepositivechangeintheirbusiness.Turnergivesyoueverything youneedtocreateanddeliveryourowninnovationagendawithinthelimitsof yourbudgetandideas.”
BenSullivan,UK/IRLManagingDirector,bibliotheca
BeLessZombie BeLessZombie HowGreatCompanies ElvinTurner
IllustratedbyRichardJohnston
Thiseditionfirstpublished2020 ©2020ElvinTurner.
Registeredoffice
JohnWiley&SonsLtd,TheAtrium,SouthernGate,Chichester,WestSussex,PO198SQ,United Kingdom
Fordetailsofourglobaleditorialoffices,forcustomerservicesandforinformationabouthowto applyforpermissiontoreusethecopyrightmaterialinthisbookpleaseseeourwebsiteat www.wiley.com.
Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,or transmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recordingor otherwise,exceptaspermittedbytheUKCopyright,DesignsandPatentsAct1988,withoutthe priorpermissionofthepublisher.
Wileypublishesinavarietyofprintandelectronicformatsandbyprint-on-demand.Somematerial includedwithstandardprintversionsofthisbookmaynotbeincludedine-booksorin print-on-demand.IfthisbookreferstomediasuchasaCDorDVDthatisnotincludedinthe versionyoupurchased,youmaydownloadthismaterialat http://booksupport.wiley.com.Formore informationaboutWileyproducts,visit www.wiley.com
Designationsusedbycompaniestodistinguishtheirproductsareoftenclaimedastrademarks.All brandnamesandproductnamesusedinthisbookaretradenames,servicemarks,trademarksor registeredtrademarksoftheirrespectiveowners.Thepublisherisnotassociatedwithanyproductor vendormentionedinthisbook.
LimitofLiability/DisclaimerofWarranty:Whilethepublisherandauthorhaveusedtheirbest effortsinpreparingthisbook,theymakenorepresentationsorwarrantieswithrespecttothe accuracyorcompletenessofthecontentsofthisbookandspecificallydisclaimanyimplied warrantiesofmerchantabilityorfitnessforaparticularpurpose.Itissoldontheunderstandingthat thepublisherisnotengagedinrenderingprofessionalservicesandneitherthepublishernorthe authorshallbeliablefordamagesarisingherefrom.Ifprofessionaladviceorotherexpertassistanceis required,theservicesofacompetentprofessionalshouldbesought.
LibraryofCongressCataloging-in-PublicationData
Names:Turner,Elvin,author.
Title:Belesszombie:howgreatcompaniescreatedynamicinnovation, fearlessleadershipandpassionatepeople/ElvinTurner.
Description:[Hoboken,NJ]:Wiley-Capstone,2020. | Includesindex. Identifiers:LCCN2019057699(print) | LCCN2019057700(ebook) | ISBN 9780857088208(paperback) | ISBN9780857088246(adobepdf) | ISBN 9780857088239(epub)
Subjects:LCSH:Organizationalchange. | Leadership.
Classification:LCCHD58.8.T8762020(print) | LCCHD58.8(ebook) | DDC 658.4/063—dc23
LCrecordavailableathttps://lccn.loc.gov/2019057699
LCebookrecordavailableathttps://lccn.loc.gov/2019057700
Coverconcept:JacquelineTurner
CoverDesign:Wiley
CoverImages:Zombies©Big_Ryan/GettyImages,Collectionofpeople©Imagewell/Shutterstock, Businesswomen©NevenaRadonja/Shutterstock,Businessman©msan10/GettyImages
Setin12/16ptAGaramondProbySPiGlobal,Chennai,India
PrintedinGreatBritainbyTJInternationalLtd,Padstow,Cornwall,UK 10987654321
Innovationisanargumentinsidemostcompanies–frail,newideasversustheoverwhelmingpowerofthe statusquo.Aninnovationstrategyhelpscreatean environmentwherenewideascanemergeandthrive. Itisthesingle-mostimportantwaytobuildand sustaininnovationperformance.Anditdoesn’thave tobedifficult.
Mostorganisationswantmoreinnovationbutfew equiptheirpeopletoactuallydeliverit.Thissection providespracticalstrategies,roadmapsandcase studiestohelpyourpeopleout-innovateyour competitors.
Business-as-usualmakeslittleprovisionforbolder innovation.Thissectionhelpsyourethinkhow resourcesaremanagedandallocatedsothatthefuture hasagreaterchanceofshowingup.
Culturehasbeendefinedas‘whatisordinary’.Yet mostcompaniesdemandextraordinaryinnovationto emergefromtheirstatusquoset-ups.Thissection showshowtomovebeyondaone-size-fits-allculture towherebiggerideascanemergeandthriveona repeatablebasis.
PartSeven TurnItOn,TurnItUp359 You’vereadthebookandarereadytostart.Butwhere doyoubegin?Whatdoes‘DayOne’looklike?This sectionprovidessomepragmaticstartingpointsto turnonandturnupyourinnovationperformance.
ABOUTTHEAUTHOR ElvinTurnerisanaward-winningleadershipadvisorandassociate professorofinnovation,entrepreneurshipandmarketing.
Elvinhascoachedhundredsofinnovationandperformance programmesaroundtheworld,helpingleaders,managersandteams overcomethemanybarriersthattheyfacewhentryingtodevelop breakthroughideasandturnthemintoaction.
Elvin’sworkspansconsulting,coachingandfacilitationinthe areasofstrategy,innovationandleadershipdevelopment.
Hisclientsincludesomeoftheworld’sleadingorganisationsin thefinancial,technology,music,pharmaceutical,drinksandpublishingindustries.Hisexperienceextendsfromworkingwithnewand disruptivetechnologystart-ups,throughtoseasonedleadershipteams insideconservative,globalinstitutions.
ACKNOWLEDGEMENTS Thisbookhasbeenacollaborationwithmanypeople.I’msothankful toeveryonewhohasbeenontherideandespeciallywanttocallout thefollowingpeople:
RichardJohnston,myever-patientandingeniouscollaborator.
JeanGomes,whosetmeoffontheinnovationtrackmany yearsago.
SimonPrattforhiscontinuousflowofbest-sellingauthorinsight, encouragement,friendshipandspiritualbulldoggedness.
NigelWilkinsonforkeepingmyhandsheldup.
CarolHerzigforencouragementandwisdom.
PhilTennantforhelpingmerealisethatthisbookwasactually twobooks(watchthisspace!)
LionelMedleyforremindingmeaboutnerds.
TonyRyce-Kellyfortalkingsomesenseintomeonmanyoccasions.
MarkSwain,EmilyCharlesandMaryColeatHenleyBusinessSchoolfortakingthefirstriskwiththeUnicornsvsZombies programme.
JimSearsandDrBenShenoyforinsightfulcoursecorrections. MelTomsforbeingmyschool-runsoundingboard.
Allwhocontributedtothecontentofthebook,inorderof appearance:BenSullivan,ManagingDirector,BibliothecaUK;Andy Billings,VicePresidentofProfitableCreativityatElectronicArts;
MarkBjornsgaardofSystem-Two;ProfessorAlanBrownofExeter University;LeeWiddows,AssociateHeadofSchool(Fashion/Fashion Business)attheUniversityoftheCreativeArts;ChrisParles,ProgrammeDirectorMusicandBrandingattheUniversityofCreative Arts;AshleySchofield,CEOofgiffgaff;GemmaMetheringham, CreativeDirectorofLabel/Mix;MattMadden,authorof 99Ways toTellaStory;DenisO’Flynn,formerManagingDirectorofPernod RicardUK;BridgetGardner,HeadofEmployeeCapability,Pernod RicardUK;PatrickVenningofBreakwaterMarketing;RafaelOrta, ChiefProductOfficerat moneysupermarket.com;HarveyWade, ManagingDirectorofInnovate21;AlexOsterwalder,Co-founder ofStrategyzer;DavidReay,SeniorVicePresidentatSonyMusic Entertainment;TeresaKotlicka,talentandcultureadvisoratSony MusicEntertainment;EmilyBollon,FounderofMotivationby Music;JoTwistleton;BeckyAllen,PresidentofDeccaRecords;Dr AliceCook;SimonWalsh;BobDickman;MalcolmHassan;David Riley;JenniferRobisonofGallup;andFionaConway,Directorof RetailCustomerOperationsatSantanderBank.
Themanyexpertsandpioneerswhohavedirectlyandindirectly influencedthecontentofthisbookanddirectionofmythinking,includingAlanKlement,ArthurBurk,EricRies,Professor ClayChristensen,BillJohnson,SteveBlank,KathySierra,Professor RitaMcGrath,DougSundheimandRobertQuinn.
ThecontinualcryofmembersofGuildfordCommunityChurch: ‘There’smore!’
TheeditorialandproductionteamsatWiley.
Andmyincrediblefamily:Jackie,foryourendlesssparkle;Daisy, foryourinspirationalcakefuel;Lukeforyourchirpybanter;and Leilaniforyour‘home-from-school’hugs.
Thankyouall,somuch.
ElvinTurner
INTRODUCTION: UNICORNSVSZOMBIES ©RichardJohnston.
Itwasaperfectdaytomeetzombies.
InsidetheidyllicruralcampusofEngland’sprestigiousHenley BusinessSchool,40executiveswerejostlingforpositionalongaline thatIhadmarkedoutonthefloor:
‘Moreunicorn’atoneend,atermthat’scometomeanahot, most-wanted,$1bninnovationpowerhouse.
‘Morezombie’attheother,meaningadecayingmonolithstaggeringintothefuture.
Thetask:Standintheplaceonthatspectrumthatbestdescribes yourorganisation.
Therewerealotofself-declaredzombiesoutthatday.
Butthetruthistherearealotofzombiesout every day.Research showsthatcompanylifespansareshrinkingfast.1 Butit’snotjust companies.Theexperienceofworkinginsideanoff-kiltercompany canbedeadlyforthepeopleinside,too.Simplybeingatworkisnow thefifthbiggestkillerintheUnitedStatesbecauseoftheillnessesthat stemfromrisingworkplacestress.2
Sowhat’sdrivingthiszombieadvance?
ClingingtoWhatKillsUs Imaginestandingontheedgeofachasmthatiswideningbeforeyour eyes.Yoursideofthechasmiscrumblingfast.Gettingtotheother sideisyouronlychanceofsurvival.Thereisaropeinyourhandthat youcouldusetoswingacross.Butfearstopsyoufromjumpingand keepsyourootedtothespot,grippingontothatropefordearlife. Meanwhile,thegroundcrumblesbeneathyourfeet.Thewiderthe
1 https://www.cnbc.com/2017/08/24/technology-killing-off-corporations-average-lifespan-ofcompany-under-20-years.html
2 “DyingforaPayCheck”,JeffreyPfeffer,HarperBusiness,p38
Introduction:UnicornsvsZombiesxxi
chasmyawns,theriskiertheswing,thegreaterthefear,thelesslikely thatyou’llleap.
AlittleIndianaJones,maybe.Butthat‘holdingon’instinct,that falsesenseofsecurityofhangingontowhatweknow,setsoffachain reactionofsubtleandpainfuldemiseinsidemanyorganisations: decliningmargins;efficiencyinitiativesthatmeanmoreworkfor fewerpeople;anexhaustedanddisengagedworkforcethatiscontinuallyputtingoutfires;salesteamswhowouldratherleadwith discountsthanpushthenew,longerlead-timesolutions;andless appetiteandresourcingforinnovationwhichisultimatelywhatgets usacrossthechasm.
Overthelast25yearsI’veseenvariationsofthisscenarioplayout insidecompaniesofallshapesandsizes.ButI’vealsoobservedtwo factorsthatcanmakeahugedifferencetotheinevitabilityofinnovationandhighperformanceshowingup:
1.MoveSomeDifferentNeedles Wegetwhatwemeasure,andwemeasurewhatwevalue.Sowhatare weovervaluingthatopensthedoorstozombieism?
Inmostcompanies,aminorbusinessmodeltremorcreatesa standard,anxiety-drivenknee-jerkresponse:‘Grabthecashwhile youcan.’
‘Theprevailingmindsetinsidemostboardroomsis“Welove money,”’saysBenSullivan,ManagingDirectorofbibliothecaUK,a librarytechnologycompany.‘It’stooeasytosay“yes”tothisquarter’s numbersattheexpenseofdevelopingtheideasthatthefutureneeds. No-oneeverframesitinsuchblack-and-whiteterms,butdeepdown, thedopaminehitofashort-termcashinjectionusuallyfeelstoo goodtoresist.’
Yetthetwenty-first-centuryrateofchangemeansthatbusiness modeltremorsarenowaneverydayoccurrence.Theshort-term,
cash-grabbingresponseisoftentriggeredbytheanxietyofhaving nothinginthenewproductpipeline.Anditisanxiety’ssibling,fear, thatstopscompaniesfrombackingthemoreriskyideasthatthe futurepipelinesneed.It’sacircularparadoxresultingincompanies thatareliterallyscaringthemselvestodeath.
Organisationsneedtoputinplacecounterbalancestoresistthe short-term,controlfreakismthatshutsdownanyappetiteforinnovationthatventuresbeyondthestatusquo.
‘Incrementalimprovementguaranteesobsolescenceovertime, especiallyinfastchangingindustries,’saysJoiIto,theformerDirector oftheMITMediaLab.
Weneedsomenewdialsandneedlesinourcorporatedashboards. Onesthatcompelustomakethedecisionsthatourfutureneedsusto maketoday;thosespecificallyrelatingtobetterperformancearound innovationandchange.
2.Demystifythe‘How’ofInnovation ‘Don’ttellmewhy,don’ttellmewhat,justtellme how togetinnovationmovinginthisplace,’ishowIwasoncegreetedbyafrustrated CEOwhowassmartingfromarecent,failedinnovationinitiative.
It’stheunderlyingnarrativeinsidemostorganisationsthatImeet. Morespecifically,whilstorganisationstendtowantmoreoverall innovation,theirgreatestneedisabiggerbagofbolderideasthat couldbecometomorrow’scashcows.Sowherearetheyhiding?
Well,ifwedefinecultureas‘whatisordinary’,wecan’trealisticallyexpectmany‘extraordinary’ideastoemergeandthrivefrom business-as-usualoperations.‘Extraordinary’createsanunderstandablyallergicreactionfromthestatusquo.It’salifeformlikelytomess withourrepeatable,predictablewaysofworking.
(AninterestinganagramofBeLessZombieis‘blobseizesme’. It’showIimagineaboldideafeelswhenitencounterscorporate bureaucracy.)
Introduction:UnicornsvsZombiesxxiii
It’snotsurprisingthattheboldideascupboardisprettyemptyin mostorganisations.
Hmmm … Lookslikewe’llneedtodiscountourwayoutofthisone again,Winston.
Innovationhasareputationforbeingablackart,butit’sreally not.Yetbecausesofewcompanieshavedesignedadeliberatesystem forrepeatableinnovation,itsadhocnaturecausesittofail,oratbest delivermoreofthesame.
Aftercoachinghundredsofinnovationprojectsaroundtheworld andmixedwithmyownresearchandthatofotherexperts,I’vediscoveredthatbolderinnovationbecomesamoreinevitableandrepeatableoutcomewhenteamsandorganisationsfocusonsixareas,each ofwhichhasasimple‘turn-on’path.
‘TURN IT ON’ INNOVATION STRATEGY FRAMEWORK PROCESS
LEADERSHIP
CULTURE
Strategic Drivers
Corporate strategy
Financial renewal
Customer insight
Portfolio
Future trends
RESOURCING
CAPABILITIES
TurnItOn framework ©ElvinTurner
InnovationStrategy Adhocinnovatorstendtobecontinuallyfrustrated.Aclearinnovationstrategy,ontheotherhand,galvanisesthe wholebusinessbehindit.
Process Aclear,efficientandeffectiveinnovationprocessthateveryoneunderstands.Giveeveryonearoadmapfortheirideas.
