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    Qual a importância da inovação no processo empreendedor?

    por Ricardo Ruffo
Echos > desired, o blog > Empreendedorismo > Qual a importância da inovação no processo empreendedor?
2018, setembro 6

Muito se fala sobre inovação e a necessidade que os profissionais e organizações têm de oferecer soluções inovadoras. A equação do sucesso para empreender, então, passa pela inovação, pela criatividade e precisa resultar em valor real.

Mas afinal, do que se trata  a inovação? Como utilizá-la para empreender e criar negócios, produtos e serviços que promovam impacto significativo? É o que vamos te contar agora!

O que é inovação: conceito, teoria e prática

Vivemos em uma sociedade e em uma economia marcadas por mudanças rápidas e pela quebra constante de paradigmas. Enquanto isso, os consumidores também mudam de hábitos com frequência, tornando-se mais exigentes. Por isso, em tempos de aplicativos que resolvem tudo, de internet conectada a todos os itens da nossa vida e de decisões na palma da mão do consumidor, inovar se torna uma necessidade.

Inovação é criar ou mudar algo que já existe de um jeito útil e causando uma mudança significativa para pessoas, organizações e para a sociedade como um todo.  Inovar significa oferecer soluções que proponham valor real, com potencial para mudar padrões, sistemas e gerar transformação em esferas diversas, é pensar em soluções reais para situações reais de pessoas reais. Quem pensa em empreender precisa partir desse ponto para tirar do papel uma ideia que realmente faça a diferença.

Inovação e o processo criativo: como unir as duas ideias

O processo de inovação conta muito com a criatividade. Os dois conceitos, no ponto de vista das empresas, até se misturam.

Pensar criativamente faz a diferença para criar os melhores produtos, serviços e soluções! Pessoas criativas têm a habilidade de visualizar formas de pensar mais ricas em detalhes, são visionárias e mais interessantes.

No processo criativo, dentro das empresas, a habilidade precisa se mostrar para caminhar lado a lado com o mindset voltado para a inovação. Para entender como essa relação funciona para gerar inovação, vamos às 4 etapas padrão do processo criativo:

  1. A primeira fase é a de preparo e identificação. Nesse momento, antes de criar qualquer produto, paramos para identificar os problemas que queremos resolver. É a hora de analisar a situação.
  2. Em seguida, vem a etapa da incubação, em que nos distanciamos do problema. No processo criativo, é preciso se afastar e deixar o inconsciente agir. Depois de levantar os insights, deixe o problema descansar e foque em outras questões, situações ou problemas externos. Aqui, só o inconsciente continua trabalhando, então use seu tempo para qualquer outra atividade.
  3. A solução do problema inicial começa a aparecer pela primeira vez na fase de iluminação. Como o próprio nome já diz, após levantar os dados e deixá-los amadurecer durante a incubação, virá um momento de luz. Este é o momento “eureka” do processo, em que o surgimento de ideias criativas resolverão a questão proposta no início!
  4. No fim, é hora da verificação. Como nossa proposta se encaixa na situação que deu origem ao processo criativo? Nesse momento, é preciso racionalizar para validar a proposta da sua solução. Ela é realmente viável? Como será percebida pelo público que vai consumi-la e usá-la? Essa etapa de validação é importante para testar o valor real do que foi criado durante o processo criativo.


O que tudo isso tem a ver com inovação?

Essencialmente, o processo criativo é um modelo que indica o caminho para quem quer  inovar.

Dá para notar  que o processo criativo percorre uma trajetória que busca criar soluções reais e usa da criatividade e da inventividade, de forma consciente e inconsciente, para resultar em um valor real e perceptível. Retomando a ideia da inovação de mudar ou criar algo novo que resolva problemas, o início, meio e fim do processo criativo funciona na mesma lógica.

Tanto a inovação quanto o processo criativo funcionam de forma estruturada a fim de um resultado comum. Ambos almejam a solução de questões existentes e definidas e a melhoria perceptível para seu público-alvo.

Como inovar no processo empreendedor

processo empreendedorAo chegar até aqui, você deve estar se perguntando: como aplicar a ideia de inovação, seguindo as características do processo criativo, em um processo empreendedor real? Vamos à aplicação dos conceitos que já aprendemos em situações reais de negócios.

Empreender significa pensar em novos negócios que suprirão demandas do mercado e dos consumidores. Com uma boa ideia, dedicação e vontade de trabalhar, empreendedores se prestam a criar serviços, produtos e novidades que o seu público pode nem saber ainda que precisa. Claro, o caminho não é nada fácil – especialmente para quem já entendeu que inovar é uma necessidade.

Apple: inovações que conquistam os consumidores

Vários anos e produtos depois do lançamento do primeiro iPod, a Apple consegue propor inovações que conquistam os consumidores. O iPhone X, lançado em 2017, mostra como a empresa faz isso sem precisar “reinventar a roda” ou propor grandes mudanças em seus produtos.

Bom exemplo disso é o reconhecimento facial que o iPhone X utiliza para desbloquear o aparelho e cumprir funções diversas. Ao contrário dos concorrentes, a Apple conseguiu desenvolver uma solução segura para desbloquear celulares que usa uma base tecnológica já existente e a eleva a um novo patamar.

Para consumidores exigentes, que sabem o valor do seu smartphone e querem aliar segurança à praticidade, a marca acertou em cheio. O reconhecimento facial já existia, mas não no nível que a Apple propôs. Assim, a inovação aconteceu sem criar novos produtos mirabolantes ou apostar alto demais!

O exemplo da Apple e de seus produtos altamente tecnológicos explica bem como a inovação impulsiona o empreendedorismo, mas da para ir ainda mais longe. Mesmo sem aparelhos chamativos e produtos altamente tecnológicos, é isso que empresas como a Nubank e o AirBnb fazem. O cartão roxo da Nubank inovou eliminando taxas e burocracias dos cartões de crédito. Os alugueis da AirBnb são facilitados pela plataforma da empresa enquanto os próprios usuários negociam e fecham negócios entre si. Assim, dois serviços que já eram oferecidos por bancos e hotéis já muitos anos, foram revolucionados por empreendedores que foram além e fizeram a diferença para seus mercados e seus consumidores.

Processo empreendedor

Para quem vai passar pelo processo empreendedor, fica a lição. A inovação precisa caminhar com o futuro empreendedor desde o primeiro momento, em que ele identifica o problema que quer resolver ou tem a ideia que pode ser amadurecida até se tornar a solução de uma situação real.

Antes de desenvolver um produto ou serviço e durante os momentos de tirar a ideia do papel, trabalhe para promover a inovação. Volte o pensamento para o que você deve gerar de impacto positivo e para como a sua solução ajudará as pessoas que vão comprá-la e utilizá-la.

Este conteúdo foi útil para você? Não deixe de nos contar o que achou. Comente logo abaixo e compartilhe suas impressões!

Ricardo Ruffo

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.

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