Get ready to innovate



It has never been and will never cease to be. 

On the web there are more than 500 million references to the term innovation [1]. It is one of the subjects of greater demand in business consulting services and paradoxically a subject that arouses uncertainty, fear and ignorance in many organizations, all over the world.l mundo.


Innovation is the success key, it’s complex, involves risk and is not formulable.

Throughout history, the most successful innovations have been disruptive, with no antecedents, they break with what exists to offer waoo-type solutions, widely accepted. They bring new visions and ways of thinking, feeling and doing; They transform even the rules as well as the ways of producing and consuming.



It is the fear of the future, of the unknown; It’s a common occurrence in the universe that affects all living beings.

Uncertainty is associated with phenomena of chaos, of change, that modify, partially or substantially, behaviors and tendencies in society.

Uncertainty gravitates in the world and is amplified by the actions and reactions of men, who modifies social, economic, technological, environmental, production, consumption and relationship patterns, as well as competition, which in organizations is decidedly added to the equation.

The situation alters the game board, some actors disappear and others arrive. In many ways solutions are sought or at least moderators to ensure the survival …



It is the ability or facility to invent or create. It is a human typical skill and, to some extent, of some primates. Physiologically it is derived from having two cerebral hemispheres that in different form activate intelligence, memory and other mental processes.

The left hemisphere (neocortex) is calculative, analytical, critical and capable of assuming complex issues, right (limbic) is emotional, conceptual and integral thinking. Attached to them is the instinctive (reptilian) brain that reacts to ensure survival.

Creativity arises from the connections between the instinctive brain, which reacts to emotionality in a process in which rationality also participates.

These phenomena linked to the socialization capacity of human beings generate a synergy effect defined as “The action of two or more causes whose result is greater than the sum of individual effects”, so that creative processes are much more effective when they are done collectively.

This statement supports the rise of Social Technologies such as Knowledge Conversations (The World Cafe), Storytelling, Theater, Bio-Dance, Designing Thinking and Design Thinking Cafe [3], to provide highly creative results.



It is a way of challenging uncertainty, a way of anticipating events or responding competitively to satisfactory, practical and functional solutions.

Innovation is a functional creation or improvement that adds value. In organizations, it is a scheme that, based on KNOWLEDGE, allows the creation or continuous improvement of techniques, processes, products or services, and which increases value through functionality, satisfaction as well as profits, through increased income and / or lower costs.

In the marketing context innovation allows differentiation against competition, improves positioning, facilitates penetration into new markets and generates benefits for consumers or users, as well as for the organization.

In the productive chain there are multiple spaces for innovation, through the creation or improvement of:

  • The Products / Services: Specifications, components, materials, forms, uses.
  • The Processes: Supply, inputs, manufacturing, logistics, distribution, reengineering, economies of scale, vertical / horizontal integration.
  • The Marketing: Methods, brands, packaging, packaging, prices, margins, distribution, promotion, communication, loyalty, uses, markets.
  • Organizational Management: Strategy, Knowledge Management, Quality Management, Change Management, information, methods, training, human resource development, work organization, risk reduction, leadership and culture.
  • Social Management: Products and services that generate social benefits for environment, health, education, food, housing, distribution of wealth, and for vulnerable population, etc.



Creating or improving is not always innovating. These activities consume time, economic resources and knowledge and involve risk because many initiatives fail [4].

Innovation is perfected only when the creative or improvement process is functional and successful, only when it is accepted and consolidated in practice.

Innovation requires creation; thus entailing the costs and risks associated with creative, research and development processes.

The creative processes that incorporate Social Technologies integrate the teams in front of the creativity and the knowledge, which facilitates the processes of innovation.




In circumstances of crisis and extreme change some organizations resort to innovation to seek survival or to solve a problem.

Innovating can eventually produce a result but this does not make the organization innovative. Some innovations are more relevant, some generate low value impacts or are short range, because of their nature, their competitiveness or because they can be quickly emulated by competitors.

To ensure continuity, innovation requires structuring as well as leadership, in order to stimulate the conditions that favor its organizational, conceptual, mental, functional, cultural and economic sustainability.

These elements form the basis of the R+D+i (Research + Development + innovation) processes that facilitate the structuring and standardization of corporate innovation and finally the qualification to obtain tax benefits in various countries, as well as the certification as an innovative organization, practice in the process of international normalization.

In Colombia the entrepreneurs recognize weakness in front of the innovation [5], although there are tributary incentives to favor it.

Freddy Trujillo

Abril 2017

[1]Innovation“: About 453’000.000 results (0.94 seconds); “Innovación”: About 63’700,000 results (0.90 seconds). Source: Google search engine. April 2017

[2] Uncertainty: It is the opposite of certainty. It is “doubt,” “indecision,” “chance,” “incontinence,” or “expectation.” Source: 

[3] Design Thinking Café, the creation methodology for innovation that integrates social technologies, was developed by Freddy Trujillo for Cesoft Colombia, based on the experience of 10 international Knowledge Management Summits.

[4] Bruce Martin, Nielsen’s innovation leader for Latin America, says that in the food and beverage industry 8.5 out of 10 new products (85%) fail in the process of introduction and maintenance in the market.

[5] According to the 2016 Global Entrepreneur-ship Monitor (GEM) report, only 12% of colombian entrepreneurs stated that their product and/or service was considered novel by most of their consumers, while 53% said none of their consumers consider their product and/or service as novel.
Source: Colombian Business Activity © 2017: Icesi University, Universidad del Norte, Pontificia Universidad Javeriana Cali, EAN University, Caribbean University Corporation – CECAR, Universidad Cooperativa de Colombia

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