InnQ™ Articles

Successful Launch of InnQ™ - April 2011

Towards the end of 2010, the InnQ™ measuring tool had been developed and it was decided to pilot it amongst communications agencies, which were known to be very creative & innovative, to see whether indeed these organisations did score very highly, thus confirming the validity of the measure.

It was found that these agencies averaged a score of 5.78 (out of a possible maximum innovation quotient of 7). This was well above the levels we have seen subsequently, where most clients are scoring around the 3 – 4 level.

So what were these agencies doing so well which enabled them to attain 5.5+ scores?

One of their chief attributes was the ability to put together teams of people, with very different thinking styles to work on issues. It is fairly common knowledge that the best teams for innovation should be made up from different disciplines. However it is not sufficient for people to come from different departments if they all ultimately think in the same way. The key is to have people who approach problems differently in the way they think.

Ultimately this means having a good mix of right brain and left brain people. Left brain is a short-hand for people who are logical, detailed and analytical in their approach, with good verbal and written skills. Right brain is short-hand for people who are more typically ‘creative’, with abilities in the arts, such as drawing & music, and also good spatial and practical skills.

In agencies there are typically a mix of left-brain thinkers in management, planning and research, with right-brain thinkers in the creative department who visualise, imagine and sketch out ideas. This diversity of thinking styles means that issues are approached from all angles, resulting in more innovative and effective solutions.

Once we were assured of the validity of the measure, we piloted it with other organisations, including KPMG. It continued to prove an effective tool for understanding the principles behind innovation and for providing a basis for discussion on how to improve the score in the future.