Word Count – 604 / 3 – Minute Read
Innovation is a buzzword in the association world, yet creating sustainable, impactful innovation remains elusive for many organizations. In their contribution to the book How to Create Innovation, Susanne M. Zaninelli and Stefan F. Diefenbacher provide a roadmap for moving beyond traditional approaches to innovation, highlighting strategies that resonate deeply with associations striving to find their place in our rapidly changing environment.
Zaninelli and Diefenbacher outline vital principles for fostering an innovation culture that aligns with an association’s purpose while adapting to external forces. These ideas are particularly relevant as associations navigate a world characterized by Brittle, Anxious, Non-linear, and Incomprehensible(BANI).
The Dual Mindset of Innovation
Zaninelli and Diefenbacher emphasize balancing two seemingly opposing mindsets: exploration and execution. Exploration involves curiosity-driven discovery, encouraging teams to question assumptions, embrace ambiguity, and seek new possibilities. Execution, on the other hand, focuses on disciplined follow-through, ensuring that innovative ideas are translated into actionable results.
For associations, this dual mindset is critical. Associations are stewards of tradition and mission, yet they must also be trailblazers, responding to new member needs, technological advancements, and societal shifts. Innovation flourishes when associations allow space for creativity while embedding structures that drive outcomes.
The Role of Leadership
Another insight from Zaninelli and Diefenbacher is the centrality of leadership in creating innovation. Leaders must not only set the vision but also model behaviors that encourage experimentation, learning from failure, and collaboration across silos. Associations are uniquely positioned to cultivate this kind of leadership, with boards, executive teams, and staff members all contributing to a culture that values continuous improvement.
Bridging Purpose and Innovation
Zaninelli and Diefenbacher underscore the need for organizations to anchor their innovation efforts in purpose. For associations, this means grounding innovation in the mission to serve members and advance the profession or industry while recognizing external forces and stakeholders. An association that innovates merely for novelty risks alienating its base, while purpose-driven innovation ensures that new initiatives resonate with members and stakeholders.
Practical Steps for Associations
Here are four actionable takeaways inspired by How to Create Innovation for associations to implement:
- Embrace a Learning Culture
Create opportunities for staff, volunteers, and members to engage in ongoing education and cross-disciplinary thinking. Encouraging curiosity and questioning existing processes can spark breakthrough ideas. - Test Small, Scale Fast
Pilot new initiatives on a small scale to minimize risk while gaining valuable insights. If successful, these pilots can be quickly scaled to broader implementation. - Redefine Success
Recognize that not all innovation will lead to immediate success. Celebrate the lessons learned from “failures” and use them as stepping stones for future efforts. - Focus on Member Impact
Ensure every innovation ties back to member and stakeholder needs, preferences, and challenges. Use data and feedback to validate ideas and refine implementation.
CODA
As associations face a world of accelerating change, the principles outlined by Zaninelli and Diefenbacher offer a framework for turning disruption into opportunity. By fostering a culture of exploration and execution, cultivating leadership and stewardship that champions innovation, and grounding all efforts in purpose, associations can evolve to meet future demands while staying true to their core mission.
For association leaders and professionals, the time to act is now.Innovation is no longer optional—it’s essential. Let the insights of Zaninelli and Diefenbacher serve as your guide in this transformative journey.
This blog was inspired by the work of Susanne M. Zaninelli and Stefan F. Diefenbacher in the book How to Create Innovation. Their insights provide invaluable guidance for associations seeking to navigate the complex terrain of the 21st century.