Innovation in Action

By: Rick Foy

Innovation. Let’s face it. It has to be one of – if not the most – overused term in marketing. And it’s easy to fall back on, isn’t it? What organization doesn’t want to be considered “innovative?” I know we do. But when you use a term so much, the impact of the word, the true meaning of the word, is weakened, if not lost.

Webster’s defines the innovation as: “…a new method, custom, device.” What’s missing in the definition? Purpose. A new surgical method or medical device is a true innovation only when it has real-world results and a lasting impact; when it makes a difference in people’s lives. So, when you witness a real innovation – a difference maker – you notice. Or do you?

I was invited to join two Sight Marketing associates, Marlene Nelson and Jeff Gravagna, for a tour of 3M’s Innovation Center last week. I considered not going. Client projects were piling up on my desk. Could I spare the time? Would it be worth it? The answers were yes…and a resounding yes, respectively. It was remarkable experience, and truly gave new life to the term: innovation.

3M, headquartered in the St. Paul suburb of Maplewood, has long been considered one of the world’s leading innovators. The developers of Scotch tape, sandpaper and of course, the ubiquitous Post-It notes has built a tradition around innovation. But as we learned during our 90-minute tour of the center, innovation is not just a term at 3M. It’s way of way of life, and the driving influence of the organization’s culture. But it’s not just innovation for innovation’s sake. Every development is based upon a human need. In essence, it’s about creating solutions – real solutions – to everyday challenges, from developing dental adhesive products that are durable and easy-to-use, to producing Thinsulate, an insulating material used in jackets, mittens and caps. And if you don’t think those innovations don’t make a difference, you haven’t lived in a Minnesota winter.

It was a remarkable 90 minutes. And perhaps the most stunning comment provided by our tour guide was this: During the course of your day, you are never more than 15 feet away from a 3M innovation. You may not know it, but it’s there: in cell phones, building materials, office furniture…you name it.

This blog isn’t intended to be a 3M infomercial. But I did want to share some thoughts about an “innovative” way to look at innovation. Following the tour, we couldn’t help relate the 3M approach to the way we develop marketing campaigns for our clients. How do we drive our creativity? How do we produce strategies that aren’t just “new” and “different,” but truly tell our clients’ story effectively, driving real, measured results? We left inspired by an organization that’s been innovating since its founding in 1902 in Two Harbors, Minnesota. From humble beginnings as a sandpaper manufacturer, it’s still making a difference…and inspiring old marketers along the way.