On a long interstate drive yesterday, we saw innovation everywhere. Not the real kind, but rather the brag kind. We drove past a truck from the trucking line “Innovative Logistics Group” transporting who knows what, and we’re sure they were doing it well... But innovatively? A short time later, another truck line, “InovaTrans” was pulling its cargo quite well too. A quick Google search turns up “Innovative Transport Solutions” near Minneapolis, an “Innovative Trucking” in Houston, and even an “Innovative Collision & Accessories” in Texas. The Innovative trucking lines must all go there for their repairs. Now don’t get us wrong here. These are all fine businesses with happy customers, or they wouldn’t exist. But it is a sign of the time, and a cause for worry.
And then, driving into Chicago, we passed a billboard reminding us that it was important to innovate. We blew by it too fast for me to catch who was cajoling us.
We’re reminded of the companies in the 1950’s who used the word “Acme” somewhere in their name. (Acme: The Pinnacle, the top...)
There will come a time of accountability for such brags. When even the cajoler will need to know exactly what they are asking for. Here is our worry: The word innovation will become meaningless mush, or worse yet, a cartoon characterization like “Acme” in Road Runner. Perhaps we’re even contributing to that with our Gnu & Improv Ed cartoon.
We are seeing Boards of Directors beginning to hold their CEO’s accountable to building a culture of innovation that is real. We see analysts make long term investment decisions based upon a mature understanding of what drives innovation. At the same time we are seeing a real differentiation beginning to occur in commerce: Those who are serious about innovation, and those who use the word as marketing. Only the former will prevail. Look closely at the truck in the photo. Which way is it going? The German text asks “Are you going the wrong way?” It’s a good question.
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