Innovation is important in growing a business. It is not only about generating new ideas, methods or devices, it is also about adapting to changes, modifying business models, molding better products and services, and eventually creating disruptions.

But how do businesses nurture innovation in their organisations?

The key is communication. In fact, some say communication drives innovation because it facilitates the flow and exchange of ideas among stakeholders. As one article argues: we tend to contain ourselves in the jargon and principles of our chosen field, and we “rarely put serious effort toward expressing ourselves in a language that can be understood by those outside our tribe. Then we wonder why our ideas never get very far”. (1)

Such reality kills good ideas even before it see the light of day.

Even in many schools, students are by and large taught languages not communication. "They teach math, (not very well), some science, history and give rote instructions about rigid grammatical rules, but give very little guidance on how to express ideas clearly." (2)

Communication is therefore crucial in the effort of clarifying and expressing ideas leading to innovation.

There are many ways to foster and improve communication in a marketing team or set of teams in a business organization. The one we are good at is through the process of video creation. Video creation in a business organization, stacked with brainstorm and workshop sessions, is geared towards the identification of problem(s), solution(s), and the formulation of an effective message. Participants are encouraged to engage in the process of ideation - a design-thinking concept that bottomlines to the most clear idea or message.

Video creation is not only a tool to communicate to your target market, it is also a valuable device to clarify and align ideas among members of the organisation towards a defined goal(s). The process by itself nurtures innovation. Also, the overall video creation process promotes and strengthens teamwork because it remains fun, new and it provides challenges that exercise quick and creative thinking or responses.

With such assumptions, video production workshops doesn’t just end at the moment you finished producing a show. Sharing of ideas has to continue into media delivery and the quest on how to maximize the potential exposure the show may entail. It means your narrative writing does not end on the story that you produced. You also have to write an overarching narrative that provides context to the stories that you produced in order to snowball your potential exposure.

^{(1, 2) Greg Satell (Contributor), 'Why Communication Is Today's Most Important Skill', Forbes, Forbes Media LLC., 2019, https://www.forbes.com.}