Mike argues the case for ‘intrapreneurship’ in the quest for a more successful wind industry that is fuelled by innovation.
One of the great truths organisations in all industry sectors are starting to recognise is that on its own, there is effectively no such thing as a growth industry. Instead there are only companies organised and operated to create and capitalise on growth opportunities.
Every major industry was once a growth industry. Some however are currently riding a wave of growth which is in the shadow of decline. In most cases, the reason growth is threatened, slowing down, or stopped has far less to do with market saturation and a lot more to do with the failure to encourage innovation from within the company.
The wind energy sector is no exception. Here too there is a real need to break free from the narrow grip of a tight product orientation. In effect it needs to think of itself as taking care of its holistic customer segment, from the individual through to the entire community.
The focus needs to move beyond merely finding, refining, or even selling energy. Once it genuinely thinks of its business as taking care of the community’s energy requirements, nothing can stop it from creating its own profitable growth.
For innovation to happen in any significant way a shift in mindsets needs to occur. This is where intrapreneurship, the process of creating new business within established organisations to improve profitability and enhance a company’s competitive position, can play a game-changing role. Turning initiative into organic innovation requires a solid understanding of how to identify, nurture and manage the “intrapreneurial” spirit that exists within any organisation.
