When Apple talks about Innovation and leadership, Part I
December 6, 2009 1 Comment
I think it is a fairly good start for a blog sharing ideas on innovation reporting a workshop conducted by Apple Italy MD Ing. Enzo Biagini, talking about Innovation and Leadership to an audience of young Italian entrepreneurs running family businesses. I was there to listen to, to take notes and to live-tweet.
Here you have Part I of the discussion.
Let’s start with the basics:
- The definition of Innovation, according to Apple philosophy, is quite conventional: value creation for the company and its stakeholders, from employees to costumers. Then Innovation must be seen as cultural approach and spread horizontally all over the company.
- The effort spent on R&D is not an Innovation metric, Innovation is not just new products.
- The main drivers of Innovation are: knowledge, method, strong leadership, being even more important in crisis period, together with a bunch of pains rather than yes-men.
A bit of background then:
- In 1997 Apple was not the company it is now in 2009.
- Steve Jobs came back and he redefined the mission of the company: “We are the ones who will change the world”. Do you remember the ad with Martin Luther King, Ghandi and Einstein among the others? Think different!
- After redefining its mission, Apple sets a new strategy which is following the “Media Convergence” technology trend, as defined by MIT Media Lab Director Nicholas Negroponte.
- At that time, Apple was not the strongest and not the smartest company. It just was the best at adapting to changes. Does the Charles Darwin’s Theory of Evolution ring you a bell?
That’s all for now, part II is coming in a couple of days. And thanks for reading.