Innovation in the foodservice industry has been minimal because organizations continue to do the same old thing. One way the industry can cure its stale thinking is to practice deconstruction. Organizations need to tear themselves apart and begin reconstructing key elements.
Back in April 2008 I addressed the topic of “Morph Marketing” in a Nation’s Restaurant News opinion piece. I advocated that marketers have been developing business plans the same old way, year after year after year. As a result, the foodservice industry has witnessed minimal innovation. Now I am beginning to realize there is a greater symptom for the lack of innovation. Organizations in total are stale because every internal department is doing the same old thing. Time to steal a page from the philosopher, Jacques Derrida. Practice deconstruction. Derrida believed: Every structure that organizes our experience is constituted and maintained by exclusion. In the process of creating something, something inevitably gets left out. Exclusive structures become repressive, thus take things apart and reconstruct.
English, English. Blow your organization up and start over from scratch. Okay, maybe that is totally unrealistic, but a good place to start is to answer the three tough questions detailed below:
Who are we? Better known as a positioning statement that identifies your company’s target audience, frame of reference and point of difference.
What do we want to be when we grow up? Answering this question is a team effort that should reflect your company’s vision communicated in a clear, concise statement so everyone beats to the same drum.
How are we going to get there? Once again a team effort that will best describe the principles and guiding values your company will exercise to achieve its vision. In laymen’s terms, your company’s mission statement.
Trust me, once your organization has re-examined its positioning, vision and mission statements, your team will be re-energized and the innovative juices will start flowing again.
Time to reconstruct.