Inovação é a palavra da vez para quem quer sobreviver na complexidade econômica e social da atualidade. As lideranças estão cada vez mais convencidas que criar produtos e serviços que realmente gerem valor é fundamental para atender as necessidades do consumidor. Porém, por mais que haja o desejo pela mudança, elas acabam cometendo erros que impedem a inovação de realmente acontecer. Listamos abaixo as principais atitudes que bloqueiam a inovação nas empresas:
1- Medo de errar
Uma das principais características da inovação é a incerteza: não existe uma fórmula correta para ela acontecer. Por isso, a única maneira de inovar é testando e colocando as novas ideias na prática, e até elas chegarem na melhor forma, naturalmente surgem erros no processo. O problema é que a cultura do erro ainda não é bem aceita no país, pois como lembra Graziela Di Giorgi, autora do livro “O efeito iguana”, as pessoas valorizam mais perdas que ganho. Ela chegou a essa conclusão após pesquisar bloqueios e estímulos à inovação dentro das empresas.
O medo do erro nas organizações acaba bloqueando a criatividade e a inovação. A solução para isso, segundo o gerente de negócios da Echos Mário Rosa é encarar o erro como processo que faz parte da aprendizagem: “é preciso sair um pouco da relação do ROI (Return on Investment) para o ROL (Return on Learning). Se a gente começar a inverter essa lógica o erro passa a não ser ruim e a aprendizagem vira evolução”, diz Rosa.
2- Estrutura hierárquica
A inovação está diretamente ligada ao padrão de interação entre as pessoas, portanto quanto mais hierarquizada, mais dificuldade ela tem de inovar. Para isso não acontecer, é preciso dar voz a todos e compartilhar as informações de maneira transparente. Cabe ainda ao líder empoderar as pessoas para que elas possam expressar o que têm de melhor. Para explicar melhor esse conceito, Rosa faz a seguinte analogia: “o modelo de gestão padrão das grandes empresas pode ser comparado à de uma orquestra sinfônica: um líder (maestro) conduz todos os participantes. Para navegar na complexidade atual é preciso ser mais parecido com uma banda de jazz: alternância de liderança, interdependência e complementariedade. No jazz todos os instrumentos têm sua vez de solar e enquanto um deles sola, os outros fazem a base para que ele possa ter o melhor resultado. E para os momentos de crise, existe a capacidade de improvisar e construir colaborativamente”.
3- Falta de diversidade nos projetos
Aqui entram dois valores fundamentais do design thinking: empatia e colaboração. A abordagem de inovação baseada nos valores do design acredita que é preciso ter diferentes pontos de vistas para entender um problema e gerar ideias que tenham valor focado no humano. Por isso, um erro bastante comum é deixar a inovação apenas em uma área da empresa ou não considerar visões de todas as áreas e cargos, desde estagiários à CEO. Quando o assunto é inovação, quanto mais variedade, melhor.
4- Não investir em capacitação e mudança de mindset
O primeiro passo para a inovação acontecer em uma empresa é a mudança de mindset, ou seja, a visão de mundo.
Isso porque quando um novo conceito ou solução é criado em um ambiente onde o modelo mental é antigo, a inovação não sai do papel, uma vez que a equipe que deve colocar a inovação em prática pode não estar preparada para esse processo. É por isso que muitas empresas e organizações não conseguem inovar. Portanto, o passo número um quando falamos em inovação é a capacitação do indivíduo e dos times. Um bom começo, é começar a capacitação pelo time de RH e pelas lideranças.
5- Não prototipar
Quantas vezes você já presenciou o seguinte cenário: a empresa tem uma ideia incrível de um produto, serviço ou negócio que irá revolucionar a vida das pessoas. Essa ideia é tão boa que as equipes passam meses desenvolvendo-a, dando forma, criando site, marca, procurando fornecedores, investindo tempo, dinheiro e todos seus recursos. Então o desastre acontece: quando finalmente a ideia vai para o mercado, descobre-se que ela não era tão genial assim.
Daí a importância de prototipar o quanto antes uma ideia. É fundamental observar como as pessoas irão interagir com o conceito que estamos projetando e criar uma sensação para entender se a sua ideia realmente faz sentido. Definimos protótipo como algo rápido, sujo e barato, para perder o mínimo de tempo e a menor quantidade de recursos possíveis.
Quer capacitar seu time em inovação ou tirar um projeto do papel? Entre contato conosco: email@example.com
Ricardo Ruffo is a born entrepreneur, educator, speaker and explorer. As a writer by passion Ricardo daydreams on how the world is changing fast and how it could be.
Ruffo is the founder and global CEO of Echos, an independent innovation lab driven by design and its business units: School of Design Thinking, helping to shape the next generation of innovators in 3 countries, Echos – Innovation Projects and Echos – Ventures. As an entrepreneur, he has impacted more than 35.000 students worldwide and led innovation projects for Google, Abbott, Faber-Castell and many more.
Specialist in innovation and design thinking, with extensions in renowned schools like MIT and Berkeley in the United States. Also expert in Social Innovation at the School of Visual Arts and Design Thinking at HPI – dSchool, in Germany.
Naturally curious, love gets ideas flying off the paper. He always tries to see things from different angles to enact better futures. In his free time, spend exploring uninhabited places around the world surfing.
Echos School of Design Thinking - Terms and Conditions
This website at www.schoolofdesignthinking.echos.cc (Site) is a website where you can browse, select and enroll in educational and innovation knowledge courses (Courses) advertised on the Site from Echos Innovation Lab Pty Ltd ABN 65 617 491 424 (Echos, us or we).
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Our business and the purpose of collection
We are in the business of providing educational and innovation knowledge courses (Courses). We collect personal information primarily to provide the Courses to you (Purpose).
In particular, we collect your personal information so that we can carry out the following actions:
to provide you with the Courses and any other products, services and information that you have requested from us;
to communicate with you, including about the Courses, products, services and events which might interest you;
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to create accounts, tax invoices or receipts;
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to consider and respond to feedback from you;
to comply with laws or regulations or to comply with any directions given by regulators or authorities.
We may disclose additional purposes for collection of your personal information in collection statements at the point of collection.
Personal information we collect
When used in this policy, “personal information” has the meaning given to that term in the Privacy Act 1988 (Cth). We may collect the following types of personal information from you:
residential or business address;
financial and payment information;
age and date of birth;
businesses you operate; and
your personal preferences, thoughts, ideas, goals and opinions.
Sensitive information is information about you that reveals your racial or ethnic origin, political opinions, religious or philosophical beliefs or affiliations, membership of a professional or trade association, membership of a trade union, details of health, disability, sexual orientation or criminal record.
It is our policy to only collect your sensitive information where it is reasonably necessary for our functions or activities and either you have consented or we are required or authorised under law to do so.
How we collect your personal information
Collection of your personal information can occur through the following interactions:
when you communicate with us directly (by email, in person, telephone, direct mail or any other means);
when we interact with you during the Courses or in relation to any other products or services; and/or
when you visit our website and social media pages, or access or contribute to digital platforms and applications managed by us (Online Platforms).
We may use temporary (session) cookies or permanent cookies when you access our Online Platforms. This allows us to recognise your browser and track the web pages you have visited.
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How we hold your personal information
We may hold your personal information in either electronic or hard copy form.
If you provide information to us electronically we retain this information in our computer systems and databases. If you provide information to us in hard copy (paper) this information is normally retained in our files and a copy is made to our electronic files.
We use industry standard security measures to safeguard and protect your information.
If we are unable to collect your personal information
If we are unable to collect your personal information, some or all of the following may occur:
we may be unable to provide the Courses or other products and services to you;
we may be unable to communicate with you to provide information about the Courses or other products or services that you have procured from us, or may intend to procure in the future;
we may be unable to tailor the content of our marketing communications to suit your preferences;
your experience when interacting with us may be delayed or not as efficient as you may expect.
Disclosure of your personal information
Your personal information may be disclosed in connection with any Purpose to any of the following:
our employees, contractors or service providers, to the extent reasonably necessary to fulfil our obligations to you;
our business advisors, including lawyers, accountants or other professional service providers, to the extent reasonably required;
suppliers, clients and other third parties with whom we have commercial relationships, for business, payment processing, delivery, marketing and related purposes;
if required by law, to any person authorised by such law.
Overseas disclosure of personal information
We may disclose your personal information to third parties and service providers located overseas in connection with any Purpose, including to overseas cloud computing hosts. We take reasonable steps to ensure that the overseas recipients of your personal information do not breach the privacy obligations relating to your personal information.
We may contact you with direct marketing communications and information about Courses or other products or services offered by us or our partners via telephone, email, SMS, or regular mail.
If you have indicated a preference for a method of communication, we will endeavour to use that method wherever practical to do so.
You may opt out of receiving marketing communications at any time by responding via the channel in which you received the marketing communication, or by contacting us (see contact information below). You can unsubscribe from emails by clicking the unsubscribe link on the footer of the email communication you have received.
How you may access your information
You may access your personal information held by Echos by making a request to us.
Email: firstname.lastname@example.orgCorrection of your personal information
If you would like us to update or amend your personal information, please contact us and we will make the requested amendments.
We may ask you to verify your identity to ensure that personal information we hold is not improperly accessed.
If you feel your privacy has been breached, please contact us using the contact information above setting out the circumstances and reasons for your complaint.
Presença GlobalA Escola de Design Thinking é uma iniciativa da Echos, um laboratório de inovação.
Telefone 1300 502 006
ABN 65 617 491 424
Rua Baluarte, 672
Telefone +55 11 3476 2300