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In Jim Collins’ latest work, Great by Choice, he offers the following shift in innovation strategy: fire bullets first…then cannon balls. A warfare metaphor? Yes. But what does it mean?
Traditionally, military strategy has been to soften up an opponent’s defenses by lobbing in artillery first, before sending in men armed with weapons. Makes sense. Create a strategic advantage before committing lives. So how does this relate to innovation?
Successful organizations today are first and foremost inclined to throw most of its resources at new ideas that are most similar to its existing ways of operating, and then tweak the details after implementation has begun. Collins is saying, first use your guns to surgically aim and hit your innovation targets, then once you know you have found a worthy
