Building a sustainable innovation community is essential for every collaborative innovation program. Doing that is, however, not as easy as one may think.
The typical approach to that is to launch a marketing campaign with e-mails, posters, videos, public announcements etc. in order to raise awareness, inform and motivate everyone to join in. Especially in companies with a history of failure of such or similar corporate initiatives, it is difficult to reach the people, build trust and drive the desired behaviours. Since the participation and collaboration in innovation programs is voluntarily and competes with people’s day jobs, they need to get convinced that their participation is worth spending the time. Instilling this trust and engaging them can be difficult, as people’s opinions and attitudes are largely influenced by their peers of various groups that every human is part of. It is important to understand these influencing factors in more detail, in order to keep control of the development of your innovation community.