Innovation is often seen as the lifeblood of any forward-thinking organisation. It’s what propels companies into new markets, helps them stay competitive, and enables them to create value in ways that were previously unimaginable. But what is innovation, really? At its core, innovation is about doing something that’s never been done before. It’s about venturing into uncharted territory, trying something new, and learning along the way.

However, there’s an inherent challenge with innovation: the first time you do something new, it’s rarely perfect. In fact, it might not even be good. This reality often leads to a paradox in organisations where the need for innovation is high, but the willingness to take the necessary risks is low. People become afraid to try new things because they fear failure, and as a result, innovation stalls.

So, how can leaders create a culture that truly embraces innovation? How can we encourage our teams to take those first, often shaky, steps into the unknown without fear of retribution if things don’t go as planned?

Shifting the Focus: Effort Over Outcomes

One simple yet powerful technique that I’ve found effective in driving innovation is to shift the focus from outcomes to effort. Traditional performance metrics often revolve around results—what was achieved, how much value was created, how the bottom line was impacted. While these are important, they can inadvertently discourage the kind of risk-taking that innovation requires.

Instead, consider setting performance goals—whether KPIs (Key Performance Indicators) or OKRs (Objectives and Key Results)—around the number of attempts at innovation. The idea is to measure and reward the effort that goes into trying something new, rather than just the success of the outcome.

This approach sends a clear message: It’s not only okay to try and fail; it’s expected. Innovation is a process, and every attempt, whether successful or not, is a valuable step forward. By recognising and rewarding these efforts, you create an environment where people feel safe to experiment, to think creatively, and to push the boundaries of what’s possible.

Measuring Innovation Effort

Implementing this approach is straightforward. In your quarterly or annual reviews, ask your team members not just what they achieved, but what they tried. How many new ideas did they experiment with? What risks did they take in pursuit of innovation? Did they explore new technologies, test out new processes, or propose bold new initiatives?

These are the kinds of efforts that should be highlighted and celebrated. Of course, successful innovations should be recognised and rewarded as well, but the emphasis should be on the journey, not just the destination.

By focusing on the number of attempts rather than just the outcomes, you encourage a mindset of continuous improvement. People begin to see failure not as a setback, but as a necessary part of the innovation process. This shift in perspective can have a profound impact on your organisation’s ability to innovate.

The Long-Term Benefits

Over time, this focus on effort can help to build a truly innovative culture. When people know that they are valued for their willingness to take risks and explore new ideas, they are more likely to do so. They will feel more engaged and empowered to contribute to the organisation’s success in meaningful ways.

Moreover, by fostering a culture that values experimentation, you are likely to see a broader range of ideas being explored. Some of these ideas will inevitably fail, but others may succeed beyond your wildest expectations. The key is to create an environment where innovation is a regular part of the conversation and where every team member feels encouraged to participate.

Conclusion

Building a culture of innovation isn’t about chasing after every new trend or expecting immediate success from every initiative. It’s about creating a safe space for experimentation, where the effort to innovate is recognised and rewarded, regardless of the outcome. By focusing on the number of attempts and the lessons learned along the way, you can cultivate a culture where innovation thrives and where your organisation is well-positioned to succeed in an ever-changing world.

In the end, it’s not about getting it right the first time—it’s about being willing to try, learn, and try again. That’s the true essence of innovation.

Contact evince Consulting today to chat about how we can help drive innovation in your business.