If only we could be more Innovative?

The process of Innovation is like a carousel which is continuously moving - get off for a moment and you loose your place!

So often we here from businesses that we deal with that they dip in and out of crative and innovative processes as the mood takes them or when the need arises. The need may present itself twice or three times a year, maybe less. So the creative and innovative processes are driven solely be necessity rather than in the search for continuous improvement, greater flexibility, competitiveness, sustainability and the desire to stay ahead of the competition.
 
Too many small firms treat creativity and innovation in the same way that they treat marketing, they only get busy on it when there is an urgent need, usually when sales slow down or stop.
 
The fact is; being creative and innovative is a continuous process not to be switched on and off when the mood takes you, but something which should always be present and ready to jump in at a moments notice. Like background music, - sometimes you hear it, sometimes you don't - but you know it is always there.
 
If your company's culture is one where you switch creativity and innovation on and off, then we wouldn't mind betting that every time you need to start the process up it gets harder as time goes by.
 
Being creative and innovative is like training to run a marathon, you need to keep running a certain amount every day or you are unable to achieve the goal when you want to.