Configuring your business for Innovation

Albert Einstein once said “Innovation is not the product of logical thought, although the result is tied to logical structure.”

In the modern world, unless we are happy being a commodity, Innovation is our main source of competitive advantage – doing things better, more quickly and more cost effectively than our competitors. So how do we gear ourselves up for Innovation?

Organisations are ecosystems where everything impacts everything. Depending on where the organisation wishes to go (its strategic direction) it will put together people, processes, technologies and information to get there.

If the goal is to compete using Innovation it needs to put the people, processes, technologies and information in place to ensure that it is better at innovating than its competitors.

There are many types of Innovation.

Probably the best known and the start of most Innovation projects is Product Innovation – looking for new products for the market.

Market Innovation refers to looking for new markets for existing products. A good example of this is blue ocean strategy where new uses and therefore new markets are found by tweaking existing products as SWATCH did when they repositioned their wrist watch as a fashion icon and started competing in the fashion market.

Process Innovation is also popular, when organisations look for better or cheaper ways to do the same thing.

Business Model Innovation is when a company moves from one way of driving revenue to another. Organisations may move from a straight forward sale environment to a value added services offering with annuity.

Modern innovation models include Management Innovation, where organisations have changed the way that they manage knowledge workers so that they get the most out of their creativity, knowledge, collaboration and Innovation skills.

When we create Innovation ecosystems we need to configure our people, processes, technologies and information to achieve product, process, market, business model and management innovation that helps us leap frog our competition and that requires logical thought and logical structure.

About Digital Bridges

Digital Bridges creates high performance organisations by unlocking the business value of the web. We create business cases, digital strategies, user requirements and functional specifications (including taxonomies and metatdata) for Intranets, websites and web applications. We also develop and implement social media strategies and create powerful digital brands using eMarketing and Communication and manage brand conversations with consumers.

Digital Bridges has partnered with Innocentrix to bring Innovation solutions to the market which include a combination of people, process, technology and information gearing for Innovation. We are bringing Spigit software into South Africa and  Africa.  See this video

Digital Bridges approaches the web from a management consulting position and relies heavily on rigorous academic thinking as well as business experience. It is headed up by Kate Elphick who has a Law degree and an MBA from GIBS. Kate has spent the last fifteen years of her career on the business side of the IT industry with companies such as Datatec, Didata, Business ConneXion and Primedia.

Digital Bridges has a broad range of experience working with significant, successful clients in the Financial, Gaming, Tourism, Pharmaceutical, ICT, Legal, Airline, Professional Services, Media and Public Sectors.

To find out more about Digital Bridges, please visit or contact Kate Elphick on


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Filed under Business, Enterprise 2.0, Innovation

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