Who has the time to be innovative in marketing these days? Understaffed, underpaid resources struggle with current work loads. They often lack the leadership and empowerment to get the job done. In the trenches, there’s no time to address creative conflicts or troubleshoot technical issues that emerge.
First, recognize innovation in the trenches…
Notice that when employees have time to work together and focus, they don’t need micro-management. They can be incredibly efficient. It’s when people feel they can’t get their work done that they look for others to take over and tell them what to do. This is because they want to succeed. They know they don’t have time to figure stuff out that could not be predicted in planning or working together to find an innovative solution with co-workers.
Give this a try! Next time someone is not taking ownership for their role, offer to help lighten their work load instead of just giving more direction to process. Let them know they’re not alone. Give them room to take initiative with others, and then watch what happens. IF you want people to think for themselves, you just need to give them the time. Scrum values and techniques can provide a vision to guide effective teams, BUT it takes people discovering and embracing a common purpose to create them.
Second, recognize innovation in the project…
Notice the simpler the scope, the greater the motivation. That’s because of the probability people will be able to find that professional fulfillment increases with a smaller project. Relating to the project, and to others, is just easier when you can see the light at the end of tunnel from the get-go. Everyone can see their part in the solution and value the roles others will need to play.
Give this a try! Try breaking down a big marketing project into simple phases that let people get to know one another before you invest in larger commitments. Instill shared and contextual leadership with your experts to make sure everyone has a voice in decision-making and a role in shaping the outcome. Use agile project management tactics and perform routine reality checks at each phase of the game. (http://agilemanifesto.org/principles.html)
Third, recognize innovation in leadership…
Notice that when issues are addressed and accepted up front by management, the best solutions move forward quickly. Today the players keep changing, so it’s hard to feel comfortable with conflicting opinions and directions with people you don’t know. Instead of being open minded and finding common ground, people begin to deflect ownership, become territorial, avoid conflicts or water down ideas until they’re no longer effective.
Give this a try! Treat every meeting like a first meeting. Don’t focus so much on what you have in common. Start with what may seem uncomfortable. Make it the norm to introduce different ideas and encourage opposing views to stress-test thinking. Creating a safe environment to get things out on the table will help shed light on the best tactics moving forward. Learn to respect differences and see them as a strength.
Innovation is always hidden and found in the how. How employees relate to their work load. How managers deal with conflicts. How projects bring people together. You simply need the ability to recognize and then nurture the human dynamics required, no matter how small.
