If we had to sum up the NAMM Global Summit VI in one word, it would be “innovation.” With that said, what better person could
Chris Larkin
Larry Morton
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NAMM have than Robert Tucker, president of the Innovation Resource, as one of its keynote speakers? Tucker asked the 80 in attendance at the event, taking place from Aug. 22 to 24 at the Four Seasons Aviara Resort in Carlsbad, Calif, “Where does innovation come from?”
One way is what he called “happy accidents,” or “serendipity,” when we come up with an idea by mistake. He cited several examples. However, Tucker added you don’t need to wait for happy accidents. He said four things are necessary to promote innovation: 1. Making innovation a manageable process. 2. Implementing idea management systems. 3. Collaborating with partners and customers. 4. Involving everyone in the process.
“Innovation is the way we create new value,” he said. “Take Ryanair for instance. The airline actually has been giving away free seats. But it charges for every amenity. If you want your bags checked, that’s $9 please.”
Tucker added that every innovator he has spoken to always thought there had to be a better way to achieve something and had a voracious appetite for new ideas. “Ideas can come in the shower or while you’re driving,” he said. “Then there are what I call ‘Doug Days.’ I named it after a person named Doug, who decided the best way for him to innovate was to take a day every month and go sailing. Make an appointment with yourself. Answering e-mails, phone calls, and having appointments all day can [rob] the innovation process. A Gallup survey revealed we receive an average of 200 e-mails per day, 36 phone calls, and 23 voice mails.”
Tucker asked the audience—primarily consisting of supplier decision makers as well as retailers including Denny Senseney, Tom Schmitt, Kevin Cranley, and Stephen West—to cultivate the culture to innovate. Many ideas come from employees in non-management positions. “You need to be willing to reward failure,” he said.
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