Innovation in Strategy
Best Practices & Examples from the WWF Network
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Innovation Type: Internal operations | Embedding innovation into strategy design & implementation
Keywords
Strategy
Case studies
Innovation
Date of Publication
30/09/2024
Innovation is essential for developing effective strategies, especially when addressing global environmental challenges. Across the WWF network, various offices have integrated innovative approaches into their strategic planning, resulting in more impactful conservation efforts and stronger alignment within teams.
Here are ten key lessons learned from these experiences, offering a practical guide to embedding innovation into strategic processes:
1. Listen Deeply and Engage Stakeholders
1. Listen Deeply and Engage Stakeholders
The foundation of any effective strategy is a deep understanding of the context in which it will operate. This requires not just data and analysis but also active listening and meaningful engagement with stakeholders. When diverse perspectives are included early on, the strategy benefits from a broader understanding of the challenges and opportunities. Ensuring that the right mix of voices is present helps to create inclusive strategies that are both relevant and actionable.
An example from the network
WWF Australia emphasised deep listening and engagement with stakeholders, with a focus on indigenous communities, as a crucial part of their strategy process.
By ensuring that a diverse range of voices were included from the outset, they were able to craft a strategy that was well-informed by those working directly alongside them, as highlighted in their strategic process documentation.
2. Make the Strategy Visible
2. Make the Strategy Visible
A strategy’s success hinges on its visibility and accessibility within the organisation. It’s essential that everyone involved—whether at the leadership level or on the ground—can easily understand and relate to the strategic goals. Visualising the strategy helps demystify complex goals and makes them more tangible for all team members, fostering a sense of ownership and commitment.
An example from the network
WWF Vietnam working towards having their strategy visible and accessible to all staff by using visual tools and models. They conducted workshops and staff meetings to present the strategy, ensuring that everyone could engage with and understand how their work contributed to the larger mission.
Ongoingly, they have a dashboard that is updated to show progress on strategy goals & activities and are currently working on the development of digital structure that will allow the data and strategy details to be accessible in the field.
3. Keep It Simple—Ditch the Jargon
3. Keep It Simple—Ditch the Jargon
Clear communication is critical in strategy implementation. Using simple, straightforward language helps ensure that everyone, from local teams to global partners, understands the strategy’s objectives. Avoiding jargon not only makes the strategy more accessible but also fosters a shared understanding that can drive collective action.
An example from the network
WWF UAE used some complex strategy methodologies for this process yet focused on simplicity in their strategic communication, consciously avoiding jargon to ensure that the strategy was easily understood by all stakeholders.
This approach made it easier for team members and external partners to engage with and support the strategy effectively, even if they did not have familiarity with the method itself.
4. Focus on Potential, Not Just Problems
4. Focus on Potential, Not Just Problems
While addressing challenges is crucial, focusing on the potential for positive change can be far more motivating. Highlighting opportunities within a strategy can inspire teams to think creatively and push beyond the status quo. This approach encourages a more forward-looking mindset, driving innovative and impactful actions.
An example from the network
WWF Myanmar has been known to be an extremely resilient office amongst adversity.
This forward-looking approach was embedded in their strategy development process by integrating innovative tools like Design Thinking and future forecasting.
These methods were used to explore and harness new opportunities for conservation success, focusing on what could be achieved rather than just addressing current issues.
5. Start with the Big Picture, Then Get Practical
5. Start with the Big Picture, Then Get Practical
A strategic process should start with a broad, ambitious vision that gradually narrows down to specific, actionable steps. Beginning with a big-picture approach, such as a Theory of Change Or Evolutionary Vision, allows the strategy to be grounded in strong conceptual foundations. This vision can then be translated into detailed plans that are practical and actionable.
An example from the network
WWF Switzerland exemplified this approach by beginning their strategy with a comprehensive Theory of Change, which provided a clear direction.
From this big-picture foundation, they were able to develop specific, actionable plans in the form of sub-strategies that ensured the strategy was both visionary and practical.
6. Ensure Everyone Understands the Strategy
6. Ensure Everyone Understands the Strategy
For a strategy to be effective, everyone involved needs to understand its grounding and objectives. This means clearly communicating not just the goals but also the rationale behind them. When team members understand the "why" behind the strategy, they are more likely to be aligned and committed, which is crucial for successful implementation.
An example from the network
WWF Chile placed a strong emphasis on making sure that all team members were aligned with the strategy’s goals and rationale.
They involved various teams in the development process, from gathering input to integrating feedback, ensuring that everyone understood and supported the strategic direction. To continue the theme of co-ownership, all strategy goals are integrated into multiple teams so there is shared responsibility.
7. Make Time for Strategy Development
7. Make Time for Strategy Development
Developing a successful strategy requires dedicated time and space. It’s not enough to rush through the process; allowing time for thoughtful discussion, feedback, and iteration is key to creating a strategy that is well-considered and widely supported. Prioritising the strategy development process ensures that the final plan is comprehensive and has buy-in from all stakeholders.
An example from the network
WWF UAE and Chile both made space for strategy development by setting aside dedicated time and resources.
WWF Chile, for instance, hired an external consultant and used the less intense fieldwork period during the pandemic to focus on strategy.
WWF UAE dedicated a percentage of management time for strategy during the planning process and conducted focused retreats to ensure comprehensive planning.
8. Seek Feedback Early and Often
8. Seek Feedback Early and Often
Regular feedback throughout the strategy development process helps ensure that the strategy remains relevant and adaptable. Involving stakeholders at every stage allows for real-time adjustments, making the strategy more responsive to changing conditions. This iterative approach fosters collaboration and shared ownership, leading to a stronger, more resilient strategy.
An example from the network
WWF Switzerland's strategy process involved regular feedback sessions with stakeholders, from initial alignment to final approval.
They called these sessions challenger rounds. This continuous feedback loop allowed them to refine their strategy to meet evolving needs and ensured broad support from all involved.
9. Set a Clear Process and Use Innovative Tools
9. Set a Clear Process and Use Innovative Tools
A well-defined process is essential for successful strategy development. Integrating innovative tools and methodologies, such as Design Thinking, Three Horizons or the Double Diamond approach, can enhance this process by making it more systematic and focused. These tools encourage creative problem-solving and can lead to more impactful strategic outcomes.
An example from the network
WWF Switzerland, Chile and UAE implemented structured processes by incorporating tools like the Double Diamond methodology into their strategy development.
These tools provided clear frameworks that guided the strategy from problem identification through to solution design, ensuring that the final outcomes were both innovative and practical.
10. Clarify How the Strategy Will Be Implemented
10. Clarify How the Strategy Will Be Implemented
A strategy is only as good as its implementation plan. For a strategy to succeed, there must be a clear understanding of how it will be executed. This includes detailing specific actions, assigning roles and responsibilities, and ensuring that all team members know how the strategy will be monitored and adjusted over time. A well-thought-out implementation plan helps translate strategic goals into tangible results.
An example from the network
Following the development of its updated strategy, WWF Australia worked to a disciplined approach to ensure the strategy was deeply ingrained across the organisation. This involved not just aligning the management team with the strategic vision, but also ensuring they possessed a thorough understanding of its key elements.
To strengthen this alignment, the team identified key areas where further upskilling was required, ensuring that every member of the organisation was equipped to contribute effectively to the strategy's success. Further steps included the establishment of the Transformation Team (a group of senior leaders responsible for leading the transformational journey to execute the strategy), messaging and content resources to help all staff communicate the strategy, and a refresh of internal communications to help reinforce the strategy with staff across the organisation.
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