The Innovation Communications Challenge

It’s just not fair.

Elon Musk has recently promised to connect human brains to computers, visit the Moon and populate the solar system, and send a self-driving Tesla across America (Uber sees cars flying in a few years). I’m sure there’s a startup somewhere working on time travel.

You want to publicize the improved efficiency you successfully delivered to a customer’s facility, for which you were paid good money.

Zzzzzzz.

No amount of access or glossy production can make up for what you’re missing, no storytelling can change the fact that you’re mired in, well, facts.

Innovation starts with vision, relies on passion and risk, and challenges norms and expectations. It’s what you do that nobody would expect your business to do. It’s compelling when it’s incomplete, and its outcomes undecided.

Providing creative solutions to your customers’ problems is smart business, but it’s not innovation, at least the way the media cover it.

It’s too bad, really, because there’s extraordinary vision and work underway at most established companies. Smart, motivated people and working on problems most of us have never imagined, but their organizations don’t communicate it…

Read the entire essay at Innovation Communicator