At the opening of the Grand Messe de l'innovation, Viva Technology, the press relations agency RB & associés, devoted the new workshop-debate organized at the 17th arrondissement town hall to the innovative potential of our companies on 14 May. In an increasingly competitive environment, how can we stay in the race without running out of steam?
Por the experts gathered, it's all about corporate culture and strategy. This is what emerges from this series of workshops to reflect on the issues that are at the heart of the concerns of economic players in the different fields of intervention of the company: social, management, human resources, taxation, international development, CSR, digital. "The objective is to play down the problems addressed by giving company managers the keys to better understand the solutions best suited to their particular situation".says Rosie Bordet, the founder of RB & Associates.
"You don't have to innovate to innovate, but you have to make innovation consistent with the company's strategy, recalls Stéphane Roder.
By asking the right questions: what is the interest of this innovation for my market and my customers? What will it bring to the company's development? The example comes from Lucibel. "Created in 2008 on the ultra-competitive LED lighting market where Asians quickly reigned supreme, the company had to reposition itself in order to maintain its position by developing very high added value solutions for new uses, such as LIFI, which allows data to be transmitted securely by light. To do this, it has joined forces with other talented players", explains Sarah Taoudi.
Knowing how to listen and be open to others is one of the particularities of creators, as Mathilde Aubinaud points out: "We must forge links, collect good practices, change our working methods, detect new needs, break away from standards and preconceived ideas, in order to approach things differently".
How can the company organize innovation?
For Jeanne Dubarry de Lassalle, " Above all, it is necessary to develop a dynamic of innovation within the company by involving the teams, while seeking skills and forging partnerships to accelerate cycles. It is also necessary to know how to manage failure". But be careful not to confuse innovation and invention! « The company is not there to carry out research, but to use new technologies in the service of its development strategy. ", insists Stéphane Roder. « You have to know how to anticipate and focus on innovations that represent a business opportunity in order to survive, and how to adapt your business model and sales pitch to optimise your innovation," Sarah Taoudi reminds us. Without forgetting to "leave room for the "happy coincidences" that create opportunities". ", adds Mathilde Aubinaud.
How can the involvement of SMEs be encouraged?
"For those who are evolving in worlds where change cycles are very fast, such as digital marketing, there is a real challenge in supporting them with public aid and mentoring. There are many financing and support tools available to them and more and more incubators open to them.says Jeanne Dubarry de Lassalle. "We need to move away from the solitary logic of power to a platform model to unite talent."she adds.
On the public aid side, "The CIR is an essential tool for companies in terms of R&D and Bpifrance supports the launch of innovation in SMEs. But you still need to know them".Sarah Taoudi recalls. The avenue of collaborative partnerships between labs and SMEs or startups must also be better explored.
Who are my best innovators? Start-ups or SMEs?
"SMEs can maintain the agility and flexibility of startups and be responsive to new growth areas, insists Mathilde Aubinaud. « By always having the consumer and his expectations at the heart of their approach".
Why are some states doing better than us?
"Because, like China or the United States, they have a real industrial strategy that sets clearly defined objectives.explains Stéphane Roder. This vision, " that is what is sorely lacking in France and Europe. That is why I am campaigning for a French artificial intelligence agency. Although we are very good academically, we lack a strategy and budgets targeted at the industrial dimension of innovation".
Artificial intelligence, in particular, opens up marvellous prospects for us in terms of responsible agriculture, preservation of our environments, personalised education or better working conditions, to focus on the quality of production or service.
Do we need to be bolder?
She's got her rightful place. "The trauma of Kodak, the world's number one photographer, who disappeared because he didn't see the digital revolution coming."explains Mathilde Aubinaud. "What this teaches us is that you have to listen to identify opportunities, talents, new expectations, but also weak signals from the company. And have the desire. The desire to convince your teams, your partners, your financiers, in short: to know how to embody the project".
Many fields of innovation await us. So let's be curious and daring, always taking care to consider their various social, economic, environmental, sociological and human implications.
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