The last few years, management thinking has been dominated by a big idea: innovation. And by this time a certain fatigue is setting in. Call it innovation exhaustion.
Innovation is much harder than it looks. And even when we get it right, it proves not to answer all or the biggest of our problems.
The biggest of our problems is not that we need to take a constant flow of innovations to market to win share and fight the competition. Though, of course, we do. The biggest problem is that in the meantime we must live in a world that bucks and weaves with disruption, surprise, and confusion.
In fact, we can innovate constantly and well, and still find our organization at sea.
I think innovation arrested our attention because it looks like a good way to make ourselves responsive to a dynamic, increasingly unpredictable world. It was all part of that management philosophy that said is that the best way to manage the future was to invent it.
Recently, I’ve started to wonder whether the proper object for our attention should be adaptation. This is the study of adjustment that interacts constantly with strategy.
Innovation is hard. But adaptation is in us. It is perhaps our great and defining gift.
Rick Potts is director of the Smithsonian Institution’s Human Origins Program and curator of anthropology at the National Museum of Natural History in Washington, D.C. He argues that adaptability is the secret to our success.
“[W]e started out as a small, apelike, herbivorous species 6 million years ago in tropical Africa, and after a history of origin and extinction of species, what’s left today is us: a single species all over the planet with an astonishing array of abilities to adjust.”
This feels like an old story but in fact it resists conventional wisdom. We are inclined to tell our story as if we (and it) were inevitable. It’s a kind of presentism, as if nature conspired to produce us, and that this evolutionary development could not have been otherwise.
But Potts points out that there was nothing inevitable about our rise. There were several hominid trials underway. Our numbers were tiny, competitors were formdidable, and the environment changed radically. Homo Sapiens was always an endangered species.
Why did we survive and thrive against the odds? Why us and not someone else? It is, Potts says, due to our gift, our particular genius, for adaptation.
“My view is that great variability in our ancestral environment was the big challenge of human evolution. The key was the ability to respond to those changes. We are probably the most adaptable mammal that has ever evolved on earth.”
Thanks to Jill Neimark for the article in Discover Magazine. Find it here. And to Stephen Voss for the magnificent image.
I enjoyed this piece and there are good points, but I think the nuance between adaption and innovation is that innovation is a mindset that sees the changes in the marketplace, consumer behaviors and tech trends as opportunities for growth.
For example I don’t think car companies should be “adapting” around the new opportunities of electric cars, or “adapting” to the potential for cars to become non owned, but subscription entities. They should be innovating to make the most of new opportunities.
Adaption is about survival, innovation is about leading the future.
Tom, excellent points. Adaption is more about survival. I just wish we were as systematic and process seeking about it, as we are about innovation. Most adaptation these days is really just reaction. Thanks! Grant