In today’s fast-paced business world, the term “innovation” has become a buzzword, a symbol of progress and forward-thinking. Companies proudly showcase their latest initiatives, from hackathons to innovation labs, as proof of their commitment to staying ahead of the curve. But not all that glitters is gold. Behind the glossy facade of these initiatives often lies a phenomenon known as innovation theatre (or innovation theater & the innovation trap). Offcourse this article involes different innovation theater examples and tips to avoid it.

What is innovation theatre?

Innovation theatre refers to the practice of creating the appearance of innovation without achieving meaningful progress or results. It’s the illusion of innovation rather than the real thing—an act put on for stakeholders, investors, and even employees, to convince them that the company is dynamic and forward-looking. This can take many forms, such as launching flashy innovation labs, holding frequent brainstorming sessions, or announcing grand initiatives that ultimately lead to no significant change.

Examples of innovation theater

Innovation theatre can take many forms, often tailored to the specific needs of an organization to appear innovative without making significant strides. Here are a few common examples of innovation theater:

1. Innovation labs with no output: Many companies establish innovation labs—dedicated spaces filled with cutting-edge technology and creative minds. While these labs look impressive and generate excitement, they often lack a clear strategy or pathway to bring their ideas to market. The result? Lots of brainstorming, but little tangible output.
2. Hackathons without next-steps over & over: Hackathons can be a great way to generate new ideas quickly. However, when companies hold hackathons frequently without any follow-through on the winning ideas, they become exercises in innovation theatre. Employees might participate enthusiastically, but if their ideas aren’t implemented, the excitement soon fades.
3. Announcing big initiatives with little follow-through: It’s not uncommon for companies to announce bold new innovation initiatives, such as partnerships with startups or the launch of a new product line. These announcements generate buzz and position the company as a leader in innovation, but if the initiatives are quietly abandoned or scaled back without significant results, they were likely more about appearances than impact.
4. Innovation workshops and training for people who never transfor ideas into real-world solutions: Offering employees innovation workshops and training sessions can seem like a positive step. However, if these programs don’t translate into real-world applications or changes in company processes, they serve more as a way to check the “innovation” box rather than fostering genuine innovation.

Why does innovation theatre happen?

The reasons behind innovation theatre are varied but often stem from a combination of pressure and misunderstanding.

1. External pressure: Companies feel the pressure to innovate due to competition, market demands, and the expectations of shareholders. In some cases, simply appearing innovative is seen as sufficient to satisfy these external pressures, even if the actual outcomes are lacking.
2. Internal pressure: Leaders within organizations often push for innovation as a means of showing their strategic prowess. However, without a deep understanding of what true innovation entails, they may focus more on the process or the appearance of innovation rather than the outcomes.
3. Misunderstanding innovation: There’s a fundamental misunderstanding about what innovation really is. Innovation is not just about coming up with new ideas—it’s about implementing those ideas in a way that creates value. When companies focus too much on the ideation phase and neglect execution, they fall into the trap of innovation theatre.
4. Cultural factors: In some organizations, the culture is more supportive of maintaining the status quo than taking the risks necessary for real innovation. As a result, innovation theatre becomes a way to appease those calling for change without actually disrupting the established order.

The consequences of innovation theatre

While innovation theatre might provide short-term benefits, such as increased media attention or temporary boosts in stock prices, it can have several long-term negative consequences:

1. Wasted resources: Time, money, and talent are often wasted on initiatives that are more about show than substance. This not only drains resources but can also demoralize employees who see their efforts leading nowhere.
2. Erosion of trust: Stakeholders, including employees and customers, may become disillusioned if they recognize that the company’s innovation efforts are superficial. This can lead to a loss of trust and credibility, both internally and externally.
3. Missed opportunities: By focusing on the appearance of innovation, companies may miss out on real opportunities for growth and improvement. Instead of investing in meaningful change, they invest in maintaining an image, leaving them vulnerable to competitors who are driving genuine innovation.
4. Stifling real innovation: When an organization is preoccupied with innovation theatre, it can stifle real innovation. Employees may become cynical or disengaged, feeling that their ideas are not valued or that there is no real commitment to change.

How to avoid innovation theatre?

To avoid falling into the trap of innovation theatre, organizations need to adopt a more genuine approach to innovation:

1. Focus on outcomes: Innovation should be measured by its results, not by the number of brainstorming sessions or the amount of buzz generated. Companies should set clear, measurable goals for their innovation initiatives and hold themselves accountable for achieving them.
2. Encourage risk-taking: True innovation requires taking risks and being willing to fail. Organizations need to create a culture where failure is seen as a learning opportunity rather than a setback.
3. Invest in execution: Ideation is just the beginning. To turn ideas into reality, companies need to invest in the resources, talent, and processes necessary for successful execution. This means prioritizing projects that have the potential for real impact and seeing them through to completion.
4. Be transparent: Honest communication is key. Companies should be transparent about their innovation efforts, including the challenges and setbacks they encounter. This builds trust and demonstrates a genuine commitment to progress.
5. Align with strategy: Innovation should align with the company’s broader strategy and goals. Rather than chasing the latest trends, companies should focus on innovations that drive value and support their long-term vision.

Other great articles about innovation theater?

We are not the only ones who have written about Innovation theater. We recommend reading the following articles if you are interested in more perspectives on this topic.

• Steve Blank: How to avoid innovation theater
• David Holm Glad: The anatomy of innovation theater

Great videos on innovation theater

And this discussion is also worth watching/listening to.

Do you need help with demystifying innovation theatre?

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