New ideas are everywhere, but the really big ones, the kind that change whole industries, don’t just pop up by chance. They come from a planned, often unusual, way of thinking. We’re talking about ‘super innovation,’ a mindset that goes beyond small, everyday improvements. It’s about looking at the future and working backward from there, teaming up with unexpected friends, and always changing things up. This article shares 10 great open innovation examples, showing how companies are doing just that, creating new plans and making real changes. Let’s see what we can learn.

Key Takeaways

• 1. Think About the Future First: Instead of just guessing what’s next, picture the future you want and build your business to get there. This means starting with a clear idea of what’s coming and working backward to make it happen.
• 2. Work With Different Partners: Teaming up with businesses outside your usual group, even rivals, can bring new skills, reach new customers, and open up chances you hadn’t thought of.
• 3. Keep Changing: Don’t get stuck on what worked before. Companies that do well always change and update, like Nintendo moving from cards to games, or Nvidia becoming a leader in AI. Think of changing as something you always do.
• 4. Explore New Markets: Instead of fighting for a spot in crowded markets, create new ones. Think about how Red Bull didn’t compete with big drink companies but created the energy drink market, or how Waymo is building a market for self-driving services.
• 5. Welcome Different People: Bringing together people with different backgrounds, experiences, and ways of thinking is a great way to question what you think you know, find new chances, and come up with creative answers that a similar group might miss.

1. Think Future-Back

Most companies plan by looking at what’s happening now and guessing what will happen next. This often leads to small changes, just improving what already exists instead of creating something truly new. It’s safe, but it rarely leads to big success.

The real progress happens when you change how you look at things. Instead of asking ‘What’s next?’, ask ‘What should be next?’ Start with a bold idea of the future say, 15 years from now, and then work backward to figure out how to get there. What does the world look like? What problems are solved? What new chances exist? This isn’t about guessing the future; it’s about designing it. Imagine a world where travel is fully automatic, or where energy is completely clean. How do you build a business that does well in that future, starting today?

This future-back way of thinking is what companies like DBS Bank have used to change themselves. They didn’t just try to make their banking services better; they imagined themselves as tech companies that also do banking, using AI and green practices from the start. It’s about asking the big ‘what if’ questions and then figuring out the ‘how’.

Here’s a simple way to start:

• Picture your ideal future: What does your industry look like in 10-15 years? What are the big changes?
• Find the ‘must-haves’ for that future: What technologies, customer needs, or changes in society are essential?
• Plan the steps backward: What skills, products, or business plans do you need to build now to make that future happen?

This approach helps you move beyond small fixes and focus on the big, important changes that will truly make you stand out. It’s about aiming high, not just taking a small step. It’s about building the future you want to see, not just reacting to what might happen. This is how you can truly innovate and create lasting value in a world that’s changing quickly. It’s a powerful way to plan and innovate, helping you match your vision and make fast progress.

2. Partner With Unlikely Partners

Sometimes, the best ideas come from unexpected places. Instead of just working with the usual companies in your industry, think about who else could bring something totally new. This could be a company in a different field, a charity, or even a new startup with a fresh view. These unexpected teams can lead to new ideas you wouldn’t have thought of alone.

Think about it: a classic clothing brand working with a tech company for a new product, or a food company working with environmental groups to find better ways to be sustainable. These partnerships push limits and open up new ways of doing things. They can help you reach different customers, gain new skills, and see problems from a totally different angle. It’s about finding those connections that create something bigger than the parts.

Here are a few ways to approach this:

• Look beyond your usual contacts: Don’t just talk to people you already know. Go to events in different industries, join groups with people from various fields, or simply reach out to companies you admire, even if they seem very different.
• Find matching strengths: What does another organization have that you don’t? Maybe it’s a special technology, a unique group of customers, or a different kind of creative talent. Figure out how those strengths can work with yours.
• Be open to creating together: It’s not just about a one-time deal. Think about how you can build something together, share risks, and create value over time. This might involve creating products together, sharing marketing efforts, or even starting a new business.

Working with unexpected partners can feel a bit risky at first. You might worry about losing control or about the other party not understanding your business. But if you start with clear goals and are willing to learn, the rewards can be huge. It’s about broadening your view and seeing what’s possible when different worlds meet. You might even find a new way to grow your business by forming partnerships with similar businesses to reach their audiences [edbf].

Don’t be afraid to ask: who could help us achieve something amazing if we worked together? Who has skills we don’t have, and how can we combine our strengths to create something truly new?

3. Reinvent Yourself Relentlessly

What made you successful yesterday might be holding you back today. The companies that really make an impact aren’t just making small changes; they’re changing what they do and how they do it in a big way. Think about Nintendo, starting with playing cards and then completely shifting to video games. Or Nvidia, which went from making graphics chips to being a major player in AI. It’s about seeing change not as a danger, but as a chance to do something new and better.

This means you can’t just relax. You have to be willing to look at your own skills, your team’s abilities, and the whole company’s direction and ask, ‘What’s next?’ It’s a constant process, like always being in a test phase. You’re always looking for the next big shift, and you’re ready to move before you’re forced to. It’s about being okay with feeling a bit uncomfortable, because that’s often where real growth happens. We need to think about how to adapt to new market conditions, perhaps by exploring new ways of innovating to help manage this process.

Here’s a way to think about it:

• Always look for new trends: What trends are starting? What technologies are changing things? What are customers starting to want, even if they don’t know it yet?
• Be willing to let go: Sometimes, the thing that made you successful in the past is the very thing stopping you now. It’s hard, but you have to be ready to give up old ways of doing things.
• Try things and learn: Don’t be afraid to try new methods, even if they seem a bit strange. The key is to learn quickly from what works and what doesn’t.

The biggest risk isn’t trying something new and failing; it’s sticking with the old and becoming unimportant. Constantly changing is the only way to stay ahead in a world that’s always moving.

It’s not just about big, dramatic changes either. Sometimes, changing can be about how you approach problems, how you communicate, or even how you learn. It’s about creating a mindset where change is just a normal part of the day, not a special project you do once every ten years. This kind of thinking helps you stay flexible and ready for whatever comes next.

4. Play In New Marketspaces

Forget just trying to get a bigger piece of the market you’re already in. The real game-changers aren’t just competing; they’re creating entirely new markets. Think about it – instead of going up against the big soda brands, Red Bull basically created the energy drink market. It’s about finding those blue oceans where you get to make the rules, not just follow them. This could mean combining different services, like those super apps everyone is using, or creating new types of markets altogether.

Look at Danone. They shifted their focus from just selling yogurt to a bigger goal: ‘One Planet. One Health.’ They’re using food to actually make a difference in the world, which is a whole new market. Or consider Waymo. They aren’t trying to build better cars than Ford or Toyota; they’re building a whole new market around self-driving transportation services. Revolut isn’t just another bank; they’re creating a whole new way to handle money globally, digitally.

So, instead of asking ‘How do we beat our rivals?’, try asking ‘What new space can we create where we are in charge?’ This isn’t just about changing your product; it’s about rethinking the whole market. You can innovate in how you talk to customers, how you set prices, how you reach people, or even how you deal with rules. Shape the market to your advantage, then own it.

Here’s a quick look at how companies are doing this:

• Creating New Categories: Like Red Bull with energy drinks.
• Shifting Purpose: Like Danone moving to health and sustainability.
• Inventing New Services: Like Waymo with self-driving transport.
• Redefining Industries: Like Revolut with digital money.

The key is to look beyond your current customers and competitors. What needs are not being met? What related areas could you move into? What new technologies could allow for a completely different way of doing things? Don’t be afraid to redefine the limits of your industry.

5. Nurture Open Communication

When people feel they can speak their minds without getting in trouble, good things happen. It’s like opening a window in a stuffy room, fresh air comes in, and ideas start to flow. This kind of environment lets creativity really take off.

Think about it: if you’re worried about sounding silly or being shut down, you’re probably going to keep your best ideas to yourself. But if you know your thoughts will be heard, even if they’re a bit unusual, you’re more likely to share them. This openness also means problems get noticed sooner. Instead of a small issue becoming a big problem, someone can mention it early, and the team can fix it before it gets worse.

Here’s how to get that going:

• Create safe places for sharing: This could be regular team meetings where everyone gets a turn to speak, or even anonymous ways to give ideas (online or on paper). The main thing is that people feel heard.
• Encourage questions, not just answers: When people ask ‘why?’ or ‘what if?’, it shows they’re thinking. Don’t stop curiosity; welcome it.
• Be open about decisions: When people understand why certain choices are made, they’re more likely to agree and even share ideas that fit those goals.

When communication is clear and easy, information moves faster. This means teams can react quicker to changes, solve problems more efficiently, and build on each other’s ideas without delay. It’s about making sure everyone has the information they need, when they need it.

It’s not just about talking; it’s about listening. When leaders and colleagues truly listen to different opinions, it builds trust. And trust is the foundation of any team that wants to innovate. Without it, people just stick to what they know, and that’s not where new ideas come from.

6. Encourage Collaboration And Knowledge-Sharing

When people from different backgrounds and with different skills work together, that’s often where great things happen. Think about it: someone who’s good with numbers might see a problem differently than someone great with words. Bringing these different views together can spark ideas that no single person would have thought of alone. It’s about creating a space where sharing what you know, even if it seems small, is not just okay but expected.

This isn’t just about having a lot of smart people in one place. It’s about making sure they can actually talk to each other and build on each other’s thoughts. Imagine a team where engineers, designers, and marketers are all working on the same project, not separately, but actually sharing their progress and challenges every day. That kind of mixing of ideas can lead to some really interesting solutions.

Here are a few ways to make this happen:

• Set up regular casual meetings, like coffee breaks or lunch sessions, where people from different teams can just chat.
• Create shared online spaces, like project boards or internal websites, where teams can post updates, ask questions, and share information.
• Encourage ‘lunch and learns’ where an employee can share something they’re working on or a skill they’ve learned.
• Form temporary teams with people from different areas to solve specific problems, giving them a clear goal and the freedom to work together.

When knowledge flows freely, it’s like watering a plant. Ideas get the nutrients they need to grow, and the whole company benefits from the results. It’s about building a shared intelligence that’s smarter than the individuals.

7. Embrace Diversity

Bringing different kinds of people together is very important for coming up with new ideas. When you have people with varied backgrounds, experiences, and ways of thinking on your team, they naturally look at problems from different angles. This mix means you’re less likely to all think the same way and more likely to spot chances others might miss. It’s like having a toolbox with all sorts of different tools instead of just hammers.

Think about it: someone who grew up in a different country might have a completely different idea about customer service than someone who’s lived here their whole life. Or an engineer might see a technical solution that a marketing person wouldn’t even think of. This variety of viewpoints is incredibly valuable for innovation.

Here’s why it’s so important:

• More Ideas: More viewpoints mean more possible solutions and creative sparks.
• Better Problem-Solving: Different backgrounds bring unique skills and methods to tackle challenges.
• More Involvement: People feel more valued and included when their unique contributions are noticed, leading to more support.
• Questioning the Norm: Diverse teams are naturally better at questioning current beliefs and pushing boundaries.

Companies that actively look for and welcome diversity, whether it’s in gender, age, race, or even just different types of personalities, often find they have a more energetic and adaptable way of doing business. It’s not just about being fair; it’s about being smarter and more creative. This is a key part of how organizations can drive innovation through outside partnerships.

Building a team that represents a wide range of human experiences isn’t just a nice thing to have; it’s a smart advantage. It creates an environment where new ideas can appear and grow because they are seen and considered from multiple angles.

So, don’t just try to build a team that looks the same. Try to build a team that thinks differently, and you’ll be amazed at the fresh ideas that start to come.

8. Create A Culture Of Innovation

Building a workplace where new ideas aren’t just welcomed but are actively sought is key. It’s about more than just having a place for suggestions; it’s about making innovation a core part of how your company works. This means making it safe for people to try new things, even if they don’t always succeed. When employees feel safe enough to experiment, they’re more likely to come up with those game-changing solutions.

Think about it: if the worst that can happen is learning something valuable, people will be much more willing to try new things. This kind of environment doesn’t just happen by chance. It requires real effort to encourage curiosity and provide the right support.

Here’s how you can start building that culture:

• Encourage questions: Make it normal for people to ask ‘why’ and ‘what if.’ This questions how things have always been done and opens doors to better methods.
• Support trying new things: Give teams the space and resources to test new approaches. Not every idea will be a winner, and that’s okay. The learning from each attempt is what matters.
• Share knowledge openly: Create ways for information and insights to flow freely between departments and individuals. This mixing of ideas is a powerful driver of creativity.
• Recognize effort, not just success: Celebrate the attempts and the learning, not just the final wins. This shows the value of trying and keeps people motivated.

A culture of innovation isn’t built quickly. It’s a continuous process of encouraging new thinking, providing the necessary tools, and celebrating the journey of discovery. When people feel their contributions are valued and that they have the freedom to explore, they’ll naturally bring their best ideas forward.

9. Encourage Innovation At All Levels

Innovation isn’t just for the people in charge or a special department. It’s a team effort, and everyone has a part to play. When you let ideas come from every part of the company, you tap into a huge source of creativity you might not even know exists. Think about it: the person on the factory floor might have a great idea for making a process smoother, or the customer service rep might know exactly what customers are asking for that you’re not providing. Making innovation possible for everyone creates a more energetic and responsive company.

It’s about building a culture where every employee feels able to share their thoughts, no matter how small they might seem. This approach, from the bottom up not only finds hidden gems but also makes people feel more connected to the company’s success. They feel heard, valued, and that their contributions truly matter.

Here’s how you can get that going:

• Create clear ways to submit ideas: Make it easy for people to share their thoughts, whether it’s a suggestion box, a special online place, or regular team meetings to brainstorm.
• Provide resources and support: Give people the tools, time, and training they need to explore their ideas. This could be anything from access to new software to a bit of dedicated time each week for ‘innovation exploration’.
• Recognize and reward contributions: Even if an idea doesn’t work out perfectly, acknowledge the effort. Celebrating small wins and recognizing those who try new things can encourage more people to step forward.

When you open the doors for innovation at every level, you’re not just getting more ideas; you’re building a stronger, more involved team that’s ready to face challenges. It’s about making sure everyone knows they’re part of the solution, not just a small part of a big machine.

10. Challenge Assumptions

It’s easy to get stuck in our ways, right? We all have these ideas about how things should be done, based on what we’ve always done or what everyone else seems to be doing. But those strong beliefs, those assumptions, can be the biggest barriers to real innovation. They’re like invisible walls that stop us from seeing new possibilities.

Think about it: if you assume your customers only want product A, you’ll never explore the potential for product B, or even a completely different service. If you assume your industry has to work a certain way, you’ll miss out on game-changing ideas from outside that box. The most innovative companies actively question these common beliefs. They ask ‘why’ a lot, and not just to get a simple answer, but to really understand the root of things.

Here’s how you can start questioning your own assumptions:

• Identify your main beliefs: What do you and your team take for granted about your market, your customers, your technology, or your business model?
• Consider the opposite: What if the opposite were true? If you assume customers want low prices, what if they actually value high quality and are willing to pay for it?
• Look for different opinions: Talk to people who disagree with you. Read things that make you think differently. Look at what competitors are doing that you ignored.
• Test your assumptions: Don’t just think about them, try to prove them wrong. Run small tests to see if your strong beliefs hold up in the real world.

When we stop assuming we know everything, we open ourselves up to learning and discovering things we never would have imagined. It’s about being curious and willing to be wrong, because that’s where the real breakthroughs happen.

Don’t just accept things as they are. In section 10, we talk about challenging assumptions. It’s important to question why things are done a certain way. Are there better methods available? We encourage you to think in new ways. Ready to explore new possibilities and find innovative solutions? Visit our website to learn more about how we can help you rethink your approach.

What’s Next for Your Strategy?

We’ve seen some great open innovation examples showing how companies are making real changes. Innovation isn’t just about one big idea. It’s about always finding better ways to work. Whether it’s teaming up with new people, rethinking your business model, or supporting your team, these examples prove that playing it safe no longer works. The world moves fast, and success comes from trying new things, learning from mistakes, and staying open to change. What will your next move be?

Frequently Asked Questions

What is ‘super innovation’?

‘Super innovation’ means going beyond the usual ways of doing things. It’s about being really bold, thinking big, and making big changes quickly. Instead of just making small improvements, it’s about creating totally new ideas, markets, or even industries. Think of it as innovation that’s supercharged and aims to shape the future, not just react to it.

Why is thinking ‘future-back’ important for innovation?

Thinking ‘future-back’ means starting with a clear picture of the future you want to create and then figuring out how to get there. Most companies just look at what’s happening now and guess what’s next. But by imagining your ideal future first, you can build a business that’s perfectly designed to succeed in that future, instead of just trying to keep up with current trends.

How can partnering with ‘unlikely partners’ help a business innovate?

Teaming up with people or companies outside your usual group, like those in different industries or even rivals, can bring fresh ideas and new skills. These unexpected partners can help you reach new customers, create unique products or services, and discover possibilities you wouldn’t have thought of on your own. It pushes you to think differently and expand what’s possible.

Why should companies ‘reinvent themselves relentlessly’?

The world changes fast, and what made a company successful yesterday might not work tomorrow. ‘Reinventing yourself relentlessly’ means constantly updating your business, your skills, and your thinking. Companies like Nintendo, which went from playing cards to video games, show that adapting and changing before you have to is key to staying relevant and successful long-term.

What’s the role of diversity in innovation?

Diversity is like a secret ingredient for innovation. When you have people with different backgrounds, experiences, and ways of thinking on your team, they bring unique ideas and approaches to problem-solving. This variety helps challenge old ideas, spot new chances, and create more creative solutions. It also makes the workplace more welcoming for everyone.

Why is it important to encourage innovation at ‘all levels’ of a company?

Innovation shouldn’t just be for a special team or the top bosses. When everyone in the company, from the newest employee to the CEO, is encouraged to share ideas and try new things, you unlock a huge amount of creativity. This ‘bottom-up’ approach makes the company more adaptable and helps employees feel more valued and involved in the company’s success.