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Innovation is the process of turning opportunity into new ideas and putting them into widely used practice. The innovation process involves improvements and adaptations that helps organisation to gain competitive advantage in the global economy. More often people are afraid to implement new ideas. As explained in this video, people resist change because new ideas upset the sense of balance and change makes things difficult.

After listening to this video by Joel Barker you should be able to:
• Differentiate between invention and innovation
• Understand why it is important to understand TACTICS OF INNOVATION
• Understand why people resist new ideas
• Know the ten-step strategy for removing barriers between new ideas and people.

Link to the video http://www.employeeuniversity.com/videos/Tactics_of_Innovation.htm

In this video Joel Barker began by clarifying the difference between innovation and invention; invention is the creation of a new idea while innovation is the introduction of that idea into its uses, whether it is inside the organisation or outside the marketplace. Joel Barker explained why it is natural and logical for people to resist change, “...any innovation is almost certain to disrupt some or many of the agreements we have made, thus disrupt that equilibrium”. To avoid resistance to the new idea the innovator must learn how to present the new idea from the users’ point of view.

Joel Barker presented Professor James Brake’s Tactics of Innovation as follows:
• Upside, Yes / Downside, No – from the users point of view can they see an advantage from what they are already doing. In addition of recognising the advantages of the new idea users must also understand disadvantages of the new idea.
• Seemingly Simple / Small Steps – the point here, is that the new idea must look simple from the users’ point of view, while small steps means introducing the bigger idea in little implements.
• Clear Message / Compatible Fit – clear message implies that you must use the language that the users are comfortable and familiar with, and compatible fit means that the more the new idea matches with what is already in use, the easier to accept. An example of this is the fax machine, which combines the features of a mail system and telephone system which are familiar to the user.
• Credible Messenger / Reliable Performance – refers to the credibility of the person presenting the new idea, or someone the users believe in. Reliability means the new idea is doing what it is supposed to do without breaking down. The new ideas are expected to work well the first time they are used.
• Easy In / Easy Out – simple to learn, very little time to adapt, and reducing all sorts of costs for trying a new idea. Easy out means reversing the direction or adoption of the new idea.

As stated in this video, new ideas upset the sense of balance most of us want, and change makes things difficult. Only by developing the ability to present your idea from the user's point of view will you be able to achieve success of introducing your change.

Having gone through the ten tactics of innovation, it is clear that users are the key stakeholders when it comes to new ideas and that their involvement and understanding of that new idea is critical for its success. The understanding is gained through using the users’ language, credibility of the person presenting the new idea, and whether the new idea is compatible with what they are already doing.

Barker, J. (). Tactics of Innovation. Retrieved August 7, 2011 from http://www.employeeuniversity.com/videos/Tactics_of_Innovation.htm
Tidd, J., Bessant J. & Pavitt, K (2005). Managing Innovation: Integrating Technological, Market and Organizational Change, John Wiley & Sons, Inc.

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