The Spirituality of Innovation: Learning from Stories

Sooner or later, most established companies face a mid‐life crisis. Just like many people, these companies somehow lose the drive, the excitement, and the enthusiasm of their youth. Rather than continue to push the envelope, these companies focus on their core competencies and try to maintain order through a proliferation of policies and procedures. On the other hand, some companies (and some people) manage to sustain their innovative, entrepreneurial spirit. A handful of mature companies somehow maintain an environment in which employees continually generate added value for customers and the company alike. How do they do it? How do these mature companies continue to foster invention and innovation? Recognizing that stagnation and decline are not faits accomplis for all companies, Karen Anne Zien and a cross‐functional team conducted in‐depth interviews at several highly innovative firms. The interviewees provided insight into the culture, the characteristics, and the principles that set these companies apart from the competition. Perhaps the greatest insight comes from the stories these people tell. These war stories—the corporate myths and legends—provide a simple means for communicating and reinforcing the shared values that distinguish these companies. For example, a manager's recollection of Hewlett‐Packard's effort to develop a pen plotter (and in particular, Bill Hewlett's role in this development) demonstrates that innovation is a companywide activity that requires the active, ongoing involvement of leaders at the highest levels of the organization. Senior people in these innovative companies foster a sense of community and common purpose and thus create an environment that encourages employees to explore new ideas and, if necessary, break the old rules. Through both formal and informal means, these companies also encourage frequent interaction between technical and marketing people. Corporate leaders energize these mature, but still innovative, companies, by providing context and communicating a dynamic vision. Storytelling offers a particularly evocative medium for articulating this vision. Rather than bore newcomers with hoary tales of the good old days, however, the most effective leaders continually reshape these stories to offer fresh insights, uncover new challenges, and reinforce the notion that every employee can and should contribute their full potential.