INVOLVING EVERYONE IN INNOVATION: REFLECTIONS FROM GOOGLE

If you´ve heard about the internet, chances are that you´ve heard about Google- the world´s undisputed leader in internet search. For users of the internet the world over, Google has become an indispensable web tool. Everyday, an estimated 40 million people round the world depend on Google for a diverse range of services from internet search, email services, blogging, advertising solutions, world news, weather forecasts, and a host of other solutions.

But Google is much more than just another highly trafficked site on the internet. It has become one of the world´s biggest companies, attracting quarterly revenues of about $3billion, and having a market capitalization in excess of $150 billion, unarguably one of the biggest in the world. It also boasts of 10,000 employees, and is usually ranked among the world´s most powerful companies.

Google is also one of the world´s most innovative companies. It launches a new product almost every two weeks; you may be familiar with some of them. Google´s blogging service, Blogger has become the global leader in blogging services. The company revolutionized internet advertising through its Adwords and Adsense programs. Book publishers round the world depend on Google´s book search service to promote their books and journals. Scholars and academicians can access academic and research papers through Google´s scholars search device. Google keeps innovating, and we keep our fingers crossed to see the next idea Google would throw our way.

Google has become a leader in innovation because of its unconventional approach to idea generation. Google has built a corporate culture were each member of staff has a role to play in the pursuit of innovation.

Google´s staff are always requested and encouraged to propose wild and ambitious ideas. But it´s not just the top executives that are encouraged to think. The ´least´ persons in the company: drivers, cleaners, cooks, and caretakers are encouraged to think as well. No idea is ever neglected at Google. Attention is always given to all proposals forwarded by any staff member. From there, possibilities are explored and ultimately, new ideas are born.

During an interview with Google founders, Larry Page and Brin Sergey, they said: ´The next big idea at Google can come from just about anyone. You will be surprised at the wild ideas that come from our cooks, drivers or even our cleaners. We never know which ones may be the next big thing, so we attend to them all.´

Bosses and CEOs must not ignore the opinions and ideas of the non-executive staff in their companies. Though many of them may not have degrees, their brains may be filled with out-of-the box, unconventional thoughts and ideas that may propel an organization to the next level.

Jack Welch, former CEO of General Electric, narrated a situation in which he had problems dealing with a corporate problem. The senior executives could not produce any worthwhile ideas or solutions. As a final resort, he selected some of the non-managerial staff at the company, invited them to a choice room, and tabled the problem before them. He left them to brainstorm, and when he returned they had come up with an idea that solved the company´s problems.

Corporate leaders should create a system were every member of an organization, no matter how uneducated, is relevant and significant in the innovative process.

You´ll be surprised that the next big idea would come from the ordinary steward who serves you tea, everyday.

You never know.

Mfonobong Nsehe is a communications student at Daystar University, Kenya. E-mail: mfon.nsehe@gmail.com