The Language of Real Innovation: Moving Beyond Buzzwords

Let's cut through the noise. We hear the word "innovation" everywhere, but often, it is buried under layers of buzzwords that drain the life out of real progress. Take this definition, for example:

Innovation is the iterative creative process led by visionary managers who embrace values that focus on collaboration and cooperation within a customer-centric framework.

Excited? Didn't think so. That definition is so generic that it elicits no reaction - no enthusiasm, no challenge, no urgency. And that's the first rule of innovative thinking:

Rule 1: Use Words That Spark Action

Innovation is not just about coming up with new ideas; it is about communicating them in a way that inspires. If you are talking about solving real-world problems, then your words should make people feel the problem.

Take 511-in-a-Box®, ILOG's award-winning traveler information system. Instead of saying, "It's a cloud-based, scalable SaaS solution for multi-modal travel updates," we could say:

"Imagine you're stuck in traffic with no idea what's ahead. What if you had a location-aware system that alerted you in real-time about congestion, traffic slow-downs, and other incidents which would allow you to reroute? Or, what if you could call 511 and simply ask, 'What's the traffic on I-95 between the Airport and the Betsy Ross Bridge?' That's 511-in-a-Box®."

By painting a picture, we turn a feature list into an impactful vision - one that makes people care.

Rule 2: Emotion Drives Creativity

Want to get the best ideas out of a group? Trigger an emotional response. Research shows that emotion fuels creativity. Instead of kicking off a meeting with a dull presentation, start with something that sparks a reaction.

Let's say we are brainstorming ways to reduce secondary crashes on highways. Instead of a meeting titled "Discussion on Alternative Safety Solutions," how about:

"How can we prevent drivers from dying after a flat tire?"

Then, instead of introductions, start the meeting with a short video of real crashes caused by secondary incidents. Let the team feel the problem first. The conversation won't just be theoretical - it will be urgent and meaningful.

This same approach applies when designing Geotalker™, ILOG's hands-free, eyes-free app for delivering real-time roadway advisories. Instead of saying it is "a mobile platform that utilizes geofencing to communicate travel updates," we explain it like this:

"Picture this: You're driving at night through an unfamiliar area. Suddenly, your phone speaks: 'Caution - icy bridge ahead.' No distractions, no app fumbling - just instant, life-saving information. That's Geotalker™."

See the difference? The second approach makes you feel the need for the product.

Rule 3: Make the Problem the Hero of Your Innovation Story

Another trick to fostering innovation? Define the problem through its impact, not its description. Instead of presenting a feature list, tell the story of the problem and how your solution changes the outcome.

Take HELP Alerts™, which allows transportation agencies to send emergency notifications directly to travelers in a geofenced area-without an app. Instead of listing features like "wireless emergency alert technology," we could frame it as:

"You're driving into a major accident zone, unaware that a jackknifed truck has blocked all lanes ahead. HELP Alerts™ sends you an instant warning directly to your cell phone, allowing you to exit before it is too late to avoid a miles long delay."

By shifting focus from the technology to the life-saving impact, innovation becomes something people instinctively understand and support.

The Power of a Simple Shift in Thinking

If you want to practice this in your own team, try this simple experiment:

• Watch a funny or emotional video before writing a meeting invitation.
• Write one boring invitation and one compelling, emotionally engaging invitation.
• Compare the reactions.

Chances are, the emotionally charged invitation will spark more interest, engagement, and discussion - the same way an emotionally charged problem statement fuels better innovation.