Driving innovation and change: a long path to inspiration


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Even if there are many good ideas, such as the top management consultants Assig + Echter in the interview found: Innovation often has a hard time. This is also due to the resistance of the long-established residents - and the lack of clarity in the communication channels.

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Simone Janson Simone JansonSimone Janson is publisherGerman Top20 blogger and Consultant for HR communication.

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Start-up safaris for more innovation?

Whether it is sugar-based vaccines, surface analysis for quality control, laser production, research on more effective solar cells or the production of new optoelectronic components: in Germany it is often difficult to find innovative developments.

And you are all skeptical: Potential customers, donors and established organizations: It is difficult to convince those who develop something new, and this is most evident in the development that is about to change our lives decisively: the Internet.

Start-up safaris: madness with method

Insanity has a method: one of the most important Company des Landes, Deutsche Bahn, does start-up safaris in Berlin, but apparently it has an IT from the Stone Age, where as a customer you can only dream of real-time timetable information.

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And if you try to register with the German Patent and Trademark Office, the administrative office for innovation, so to speak, you will find that you have to communicate with the employees by fax or letter and that documents are scanned.

New ideas endanger existing business models

The reasons for such skepticism lie deeper: Innovations simply jeopardize existing business models. For example, publishing: The traditional business model of publishers is usually based on a quasi-monopoly, especially when it comes to local or regional newspapers. Here, editors had the sole sovereignty as gatekeepers.

Your readers were, so to speak, dependent on the reporting. The habit of many journalists, who generally lived off their status as information providers, whose skills were beyond question, was correspondingly self-confident. So it is no wonder that even a young student commented on my social media lecture at a media forum at a university with the horrified exclamation: “Every farmer can blog there!

The tide has turned - new ideas are emerging

In the meantime, however, the tide has turned: First, the advertising markets migrated to the Internet, while the publishers failed to create their own offers in good time. And now others are developing browsers that combine property search with augmented reality while publishers continue to sleep.

Even in traditionally conservative industries such as finance and human resources, countless startups are ready to roll up the world from behind with apps that pay for our way of doing things or fundamentally change the way applicants and employers find each other - no day goes by you, as one of the leading HR industry media, do not have corresponding reports on the table. The recruiting industry is particularly interesting because Google for Jobs, a major player, is preparing to fundamentally change the job advertisement market.

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Are the old industry hands irreplaceable?

And the old hands of the branch? Consider themselves irreplaceable. According to a study carried out at the University of Bamberg among the 1000 largest German companies, only four percent of HR managers are afraid of losing their jobs through automation, because only one person can judge other people.

A colorful bouquet of algorithms has long been available for applicant selection - from pure eRecruiting systems with applicant data - administration to the automated psychological evaluation of social media profiles to fully diagnostic voice analysis based on suitability diagnostics - experts will, however, get the latter in one breath Called skull interpretation.

The esotericism of new ideas

Last but not least, it is such rather esoteric ideas that fuel skepticism about any kind of innovation in all industries. Because it has long been difficult to filter out the really good and serious hear from the mass of information and ideas.

More and more often it is more about attention and click counts than content - synonymous for this is the currently aggressive discussion in online marketing about allegedly dubious influencers. And because every farmer literally can add his mustard to everything, it is becoming increasingly difficult for individual startups to stand out from the broad mass of information.

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The possibility of digital innovation is both a blessing and a curse.


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  1. Karl

    Digitization is all well and good, but: Since there were two rejections in the e-mailbox on Monday, I remembered this blog again. I believe that employers are now looking for a much more specialized workforce than they used to be. It used to be enough to be a mechanical engineer to fill a technical position. A lack of specialist knowledge was then obtained on-the-job ”. Today we are looking for engineers in mechanical engineering specializing in production technology with specialization in machining for the construction of a 5-axis CNC milling machine. This annoying development is also made clear by the fact that more and more universities of applied sciences are offering more and more specialized courses. Today, employers no longer want to invest in staff, but keep searching until they find exactly the right piece of the puzzle with the right corners. No wonder you then scream “skills shortage”. And on the other hand, there are thousands of engineers waiting to be molded.

  2. Marietta

    It is a pity that there are so many anonymous discussions on blogs these days - it would make more sense to discuss with real names.

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