When you think about how knowledge workers innovate, you're dealing with "horizontal thinking." IBM senior VP Nick Donofrio says that while the 20th century was all about invention, in the 21st century, "innovation will not be that way. Real growth and prosperity will depend on how a business problem is meshed with technology… Using technology to create better innovative applications, that's where inventions will occur.
For example, a supermarket using technology to encourage customers to put
more groceries into their basket. A shopkeeper, being able to identify what his customers are buying and in real-time trigger off instant offers on complementary products, like a wine buyer being induced to buy cheese at a lesser cost than the usual price. True innovation begins at the intersection of invention and insight."
Donofrio notes that the 21st century innovator must be well-versed in technology, but "the problems in the 21st century will not be just engineering problems, they will be more complex business problems." And those will force people to think horizontally and not just vertically.
Economic Times -- "Innovation at IBM: an inside view"
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