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About this Author
Gwen Smith Ishmael, Sr. Vice President of Insights and Innovation at Decision Analyst in Arlington, TX, has led marketing and new product development activities in the CPG and technology industries since 1986. She also conceived and developed ground-breaking Web-based promotional vehicles, two of which are patent pending. Gwen holds an MBA in Marketing and is a featured speaker on insights and innovation around the world. Her writings have been featured in international text books, most recently in Managing 4 Ps of Marketing FMCG Sector, and Product Innovation: A Strategic Tool for Growth, by ICFAI Publications, 2006 and 2007, respectively.

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Renee Hopkins Callahan Renee Hopkins Callahan started IdeaFlow and serves as chief blog-wrangler. She is Director of Innovation Services at Decision Analyst in Arlington, Texas, is a former journalist who worked as an editor and reporter for The Dallas Morning News and the Nashville Tennessean, and was managing editor of D, the Dallas city magazine. She has a master's degree in rhetoric and has also taught college-level English and informal logic.
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December 1, 2004

Call The Innovation Chiropractor!

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Posted by Renee Hopkins Callahan

Now that I've found Hugh McLeod....I found this post on his blog:

"In any organisation, when a new technological implementation is put in (SAP, Peoplesoft etc), it affects the culture.

When a new piece of culture is implemented (new company vision, ad campaign, whatever), the technology is affected.

Cultural alignment with the technology. Technological alignment with the culture. That is the ideal goal, but it's rarely achieved, especially in times of great change.

Anyway, I have an idea which will make new technology implementations less culturally disruptive to companies. And allow cultures to make better use of their technology."


I don't know what Hugh's idea is -- I didn't see anything further on this posted. Cultural-technological alignment sounds vaguely chiropractic, but I still like the idea. Makes sense. I'm adding it to the list of innovation drivers that I am working on.

At base level as part of the conditions of possibility for innovation, it doesn't really matter whether the cultural-technological alignment works well or doesn't work well. What matters is to find out what it's reality is and understand how that reality affects innovation at a company, for better or worse.

I can certainly think of some instances where a warped cultural-technological alignment stifled innovation. It's probably also true that the other innovation drivers -- whatever drivers exist in a given situation -- need to be aligned.

Wouldn't it be great if you could call an innovation chiropractor to adjust these drivers so that *all* of the conditions of possibility for innovation could be aligned correctly!?

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