Creativity in organizations has become an issue of great importance, but how does a company encourage personnel to find creative solutions to budgeting, product development, marketing and training? With engaging contributions from leading academics and professionals, this book explores the key factors that are critical to the development and promotion of creativity in any organization.
Chapter 48: Gee Whiz!—So What?
Gee Whiz!—So What?
The technical advance or breakthrough is only the beginning of what may be a long and uphill trail to the marketplace. A rough rule of thumb is that research results take about a decade before a commercial component is achieved. This, in turn, may take another decade to be incorporated into a system. This often puts researchers in the difficult position of having to “sell” their work at a stage where its eventual benefits can be articulated only in rather broad, vague terms. This approach is rather unconvincing to managers primarily concerned with relatively near-term financial results.
“Gee Whiz! What a beautiful result,” exclaimed the researchers as they reflected on its wide-ranging implications. “So ...