Innovation is a buzz word that has been gaining traction steadily on Corporate Earth for some time now. If you believe Google Trends the references in the news have increased by 50% or so in 3 years. The approaches to innovation are an interesting mashup of recent economic events and corporate hedge culture. When I was at a few startups the biggest thing we worried about was money. There are ideas ad nauseum, what we didn’t have was money. Just give us the cash man. Of course we did not know that we also lacked ability to run a business and grow it effectively, hence I work for a living still.
Of course VCs took a licking during the bubble and got some analytic religion as a result. The failures of that era gave us a clear distinction between quick ROI focused VCs and innovation focused VCs. Think the guys who backed text pager companies vs the ones who backed mobile phones as they began to emerge in the mainstream. The other product of the VC craze of the bubble was that corporates began to rely on this specialty area to develop innovative business that they could then grab and spin-in when appropriate. Well, that period ended with crash, and now the delta between good VCs and just money guys is becoming more and more apparent.
Two major trends emerged from this broken VC industry: First, the emergence of specialty consultant firms like Doblin, Ideo, Whatif?, as the discrete owners of innovation in business. Also, it forced corporations in non-R&D focused industries to look inwards to source ideas and innovations. Hence the transition from product development to innovation.
In the corporate innovation environment, there is no end to the business management expertise and in this new era of innovation as a necessary practice, CEOs are providing protected lab environments with dollars to boot. Venture funds (dollars and man hours) to develop and build out the next big thing are being analyzed with separate opportunity cost metrics.
This is a great, emergent business model, but it does have some distinct disadvantages to the real VC model. It will be quite interesting to see how the the VC vertical reacts to this emerging threats. If strategic theory holds, specialization should follow, which is what we are seeing from certain VCs who are ahead of the game.