Innovations typically involve trial, error and outright failure before turning into successful products or services. Thomas Edison, for example, conducted approximately 10,000 failed experiments before perfecting the incandescent light bulb. For decades, leading businesses have willingly shouldered the expense and the risk of innovating as the price of staying ahead of competitors.
But innovating has become a lot tougher lately, according to a panel of technology experts who recently spoke at the University of Pennsylvania's Executive Master's in Technology Management program. With R&D budgets shrinking and markets retrenching in a worldwide economic crisis, the panelists noted, technologists will need more than lab expertise to convince their employers to keep the research funding spigots open.
Indeed, the ability to communicate well and other "soft skills" are just as important as technological expertise when it comes to selling new ideas to investors or senior management, suggested several members of the panel, which was titled "Street-Smart Innovation to Align Emerging Technology and Business." In addition, future scientists, researchers and program managers should focus on aligning innovative projects with company goals. As panelist Nicholas D. Evans, vice president of the innovation division at Unisys, pointed out, it's much easier to justify budgets for speculative projects that show an obvious commercial benefit to the parent company.
That lesson became painfully obvious this past summer to employees of the storied Bell Labs research group, based in northern New Jersey. Alcatel-Lucent, owner of Bell Labs, all but gutted much of the non-commercial "basic research" performed by the lab. The product of a rocky 2006 merger, struggling Alcatel-Lucent sought to align Bell Labs' operations more closely with the parent's commercial interests in wireless, optics, networking and computer science.
So, how do organizational entrepreneurs keep innovation alive in companies looking to slash costs? And how do start-ups and growth companies attract investors when the rest of the economy is melting? That's another place where those soft skills come in handy. Several of the panelists suggested that while technical people are generally not known for soft skills, those individuals who desire funding to continue their work would do well to acquire them.
Anthony P. Green, a vice president with first-round funding group Ben Franklin Technology Partners, said he frequently sees entrepreneurs stumble because they lack such skills. All too often, entrepreneurs come across as rude, dismissive and disrespectful to audiences of potential investors, thereby "infuriating the investment community." Panelist Eric F. Bernstein, a laser surgeon, dermatologist and technology entrepreneur, echoed that point. "Business is all about relationships. They need to like your idea, but they also need to like you."
Suzanne Taylor, portfolio director of corporate operations for Unisys, pointed out that budget handlers are also more inclined to favor innovation if it can be shown to cut costs. Innovation department heads must become adept at "making the case for maximizing productivity and reducing waste," Taylor said. This requires excellent communication skills, she added, including the fine art of schmoozing. And the higher up the case is made, the better for the innovator, added Sanjoy Ray, director of global application engineering for pharmaceutical giant Merck. "Executive sponsorship is very powerful. It provides 'air cover.'"
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