Delvinia CEO Adam Froman
The idea of innovation seems to be having a bit of a renaissance.
Back in the ‘90s, new tech innovations were driving the advancement of business processes within companies and wealth was being created by tech firms that were going public and changing the world.
Today, the term has become a buzzword. Innovation is used to describe everything from the development of new processes and technologies, to transforming a global company culture, to envisioning and commercializing next generation products and businesses.
Earlier this month, my company announced it was becoming an innovation company – an evolution that has been a long time in coming. But after almost 20 years of building a successful business in the digital space, we paused to ask ourselves; what exactly does it mean to be an innovation company?
The fact is innovation has been at our core since we founded Delvinia in 1998. Over the years, we have developed user-centric digital customer experiences for numerous clients, we have invested millions of dollars in our own research and development, we have partnered with various universities to initiate research on questions that required a more scholarly perspective, and we have commercialized our own innovations into successful growth businesses.
As I observe numerous companies and industries embracing the idea of innovation in today’s digital age, the concept needs to be defined. And the way we see it at Delvinia, innovation comes down to three key principles.
Adopting a customer-centric approach to technology
Technology is constantly changing. And while new programs and platforms are continually emerging, the tech market is mature and well established. When it comes to technology, being innovative doesn’t mean you have to envision the next big tech startup.
Rather than focusing on the development of new technologies, our approach has always been to focus on the application of digital technologies—and to do so from the perspective of the customer. By taking a user-centric approach, you can focus on determining the experience from your users’ perspective.
By sourcing available technologies that can be applied to solve a particular problem or to provide a desired experience, we have been able to successfully design and adapt those technologies and platforms to realize new products or experiences for our clients and ourselves.
So while other companies may take a different approach to what innovation means from a technology perspective, our user-centric approach ensures that our solutions transcend the technology itself and have the longevity to continue to meet the needs of the user, regardless what new technological innovations emerge.
Building a culture of innovation
To be truly innovative as a business, you need to build a culture of innovation. And that stems from having the ability to look at things in an unconventional way and to trust your instincts when you’re outside of your comfort zone.
Admitting that you don’t know the answer to something and lacking the fear to embrace any and all solutions, is a key component when it comes to building a culture of innovation in any organization.
But it doesn’t happen overnight and it isn’t about hosting a series of workshops to provide a step-by-step way for people to be innovative. Building a culture of innovation requires authenticity and trust and that has to start at the top of the organization, regardless of the industry. There also has to be an understanding that failure isn’t bad, it just means that you have to keep trying.
If you are serious about building a culture of innovation, it takes hours of mentorship and patience from leadership. And, eventually—as we are experiencing now at Delvinia—once people embrace this new philosophy and stop fearing the unknown, they can trust their instincts when they’re presented with challenges. They build confidence and passion for change, and this emanates throughout the entire organization.
Innovation needs to be commercialized
While Delvinia has always been an innovative company, the real differentiating factor in being an innovation company versus a digital strategy and design firm is the ability to commercialize innovation.
Earlier this year we celebrated the 10th anniversary of AskingCanadians. What started out as a small online research panel has grown to become a successful business—and one of the leading online data collection firms in Canada. This is what commercializing innovation means to me.
Today, every engagement that our Delvinia Consulting Group is hired for requires a business case outlining how our solution will either transform or advance the client through the implementation of digital technologies.
Innovation for the sake of change is great. But the ability to determine how you can turn that innovation into a commercially viable product or business is the key to realizing the potential of innovation.
In order to pursue an innovation project for ourselves within Delvinia, everyone involved in the project must be able to answer two questions: What is the business model for the idea to make money? And, how does the business model scale?
Unless you understand the business opportunity of your idea, you are simply conducting research and development.
So, whether you are a startup technology firm, a global player looking to adapt to a local arena, or a marketer trying to be better connect with your customers—these three principles apply. Anyone—and any organization—can embrace innovation.
Adam Froman is CEO of Delvinia
