I’ve been out talking to a whole bunch of companies in the corporate training space about innovation wondering all the time why they aren’t using more tools such as digital media in extending their training offerings. I got a very interesting insight as to how market leaders think about innovation in talking to one of them.
When presented with the idea of using digital media in training, one training company responded that they thought that using digital media now was just too risky and that they couldn’t afford to take such risks. I asked them how this could be when one of their stated company values was innovation. Their response was that they love to innovate but only when all of their customers are asking for something innovative.
The next day I happened to be talking to one of their largest customers about the same subject, using digital media in training. Since this company was clearly interested in the subject I asked them whether they had asked their training supplier for solutions that included digital media.
Their reply: ” Oh we know they can’t supply solutions like this so we don’t even bother talking to them about it.”
To me this was an ‘ah ha’ moment. Big companies aren’t innovating because their customers aren’t demanding it and their customers don’t demand it because they know their suppliers can’t deliver. Perfect disconnect.