The Innovation Brain: Why Organizations Must Be Innovation-Centric
When I talk about innovation, I don’t want it to feel theoretical or abstract. Innovation shouldn’t just live in strategy decks or buzzwords; it needs to be practical, something we can apply every single day. That’s why I started sharing what I call the Innovation Brain: a holistic framework for embedding innovation across the entire organization.
Too often, people assume innovation is only about products or technology. But the truth is, it’s so much broader. It’s about rethinking how we work, how we engage with customers, and how we build resilient organizations that can thrive in a disruptive world.
The Innovation Brain Framework
I like to describe the Innovation Brain as split into two halves just like our own brains.
The left side represents the rational components of innovation:
Revenue models: Experimenting with new streams like subscriptions or scarcity-based models.
Processes: Innovating for greater speed, efficiency, and quality.
Talent: Aligning and optimizing how people work together.
Channels: Reimagining how products, services, and information are delivered.
The right side represents the emotional and community-driven elements:
Customer experience: Integrating content and commerce seamlessly.
Content & commerce convergence: Blurring the line between storytelling and selling.
Collaborations and creators: Leveraging partnerships, joint ventures, and the creative economy.
Community: Building engaged, loyal ecosystems around your brand.
When you balance both sides operational efficiency on one side and community engagement on the other you unlock powerful drivers of innovation.
The Innovation Bible
To support this framework, I created a resource called the Innovation Bible, which includes hundreds of tactics for each category. It’s not just theory, it's a playbook for putting innovation into action.
One of the biggest insights I share is that disruptive innovation rarely comes from product or technology alone. More often, it comes from new business models and revenue models. The organizations that experiment here are often the ones that get ahead.
Innovation isn’t just for the private sector. Even public institutions can leverage these principles. Here’s how innovation is being driven in public service.
Creating a Flywheel Effect
Innovation doesn’t happen in isolation. Start with one small shift, maybe a new process, a new customer experience idea, or a new partnership and you’ll often see momentum build across the organization.
This is what I call the flywheel effect. Innovation in one area inspires innovation in others. Over time, you create a culture of innovation, a competitive moat against disruption, and an organization that moves with agility.
Innovation and Serendipity
One of my favorite things about innovation is how it increases the chance of serendipity. When you experiment, push boundaries, and bring diverse people together, unexpected opportunities emerge.
Traditional ROI models can’t always measure this. But these lucky discoveries often create the most value whether it’s a new partnership, a creative breakthrough, or an entirely new line of business.
Start Small, Learn Fast
Most organizations don’t have innovation embedded into their DNA. That’s okay. You don’t need to overhaul everything overnight. Instead, start with small experiments and small teams. Minimize the risk, learn quickly, and build momentum over time.
From Customer-Centric to Innovation-Centric
Here’s where I get a little controversial. For decades, we’ve been told to be customer-centric. But in today’s world of rapid disruption, I believe disruption is the real boss.
If disruption can wipe out entire industries, then organizations must be innovation-centric to survive and thrive. And when you put innovation at the center:
Customers still win, because they get magical and memorable experiences.
Talent wins, because innovators want to work in dynamic, forward-thinking places.
Partnerships flourish, because people want to collaborate with organizations pushing boundaries.
By putting innovation at the core, we don’t ignore the customer, we actually create more value for them while building resilient, future-proof enterprises.
Final Thoughts
Innovation isn’t a side project. It’s not just about tech or products. It’s about building the kind of organizations that can adapt, disrupt, and create magic.
If we want to stay relevant in a world where disruption is constant, we need to move beyond customer-centricity and embrace innovation-centricity. That’s how we not only survive but thrive in the years ahead.
So let me leave you with this question:
Are you still treating innovation as a product strategy, or are you ready to make it the center of everything you do?
Frequently Asked Questions
1 - Why is innovation important to an organization?
Innovation helps businesses adjust to change, avoid getting stuck, and grow. It keeps them competitive, useful, and strong in a world that’s always changing.
2 - What does an organization require to be successful at innovation?
To succeed at innovation, organizations need resources, supportive culture, leadership advocacy, and clear strategies. Openness to new ideas fuels long-term growth.
3 - What are the three reasons why we need to be innovative?
Innovation gives businesses a competitive edge, drives economic growth, and helps organizations adapt. It boosts productivity, attracts talent, and ensures sustainability.
4 - Why is it important for organizations to be innovative and change capable today?
Being innovative and change-capable saves time, reduces costs, and builds competitive advantage. It creates a culture of problem-solving that helps businesses thrive.
5 - How can innovation lead to growth opportunities for an organization?
By applying new ideas and technologies, organizations increase output, productivity, and efficiency. This drives profitability, consumer value, and long-term growth.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.