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The Digital Innovation Playbook: Creating a Transformative Customer Experience by Nicholas J. Webb

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Chapter 10

RealOpen Innovation

DEVELOPING A FRAMEWORK TO MANAGE THE FLOW OF IDEAS AND TECHNOLOGIES

In The Innovation Playbook I devoted a chapter to the RealOpen system, a framework used to manage a company's flow of ideas and technologies. The same rules apply for The Digital Innovation Playbook and the need for a system able to manage innovative ideas arriving through digital channels might just be even greater. The key word in both books is innovation and as you read on, please keep in mind that whether you're already a highly functional, digitally connected company or you're a beginner in the new media world, you must first have the innovative, customer-centric foundation to be successful in anything you do. This is one system that optimizes the abilities of that foundation. So you'll find a mix of new media-specific information in this chapter along with the RealOpen system details that focus on a broader innovation theme. (You can see our logo in Figure 2.2.)

There are more than 170 different so-called innovation management systems—at least that I've found. The reality is, of course, most of these systems have two very basic problems. First, they're actually risk management, rather than innovation management systems, and as mentioned repeatedly so far, focusing on risk leads to failure. Next, most of these so-called systems use a cookie-cutter approach that almost always results in more failure.

Now it's time to examine just what I believe—and what I use—as a process in ...

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