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PIU’EVOLUZIONE O PIU’ INNOVAZIONE?

Non c’è giornalista, politico e persino politicante che non parli di innovazone delle imprese sui giornali e in televisione. A dire il vero mi sembrano tutti predicatori inutili. Sono altrettanti reclamizzatori di se stessi. Ben che vada sono dei comunicatori.

Di tutti gli attori che parlano di innovazione non ce n’è uno che spieghi in che cosa consista, come si faccia ad implementarla. Nessuno tiene conto che l’innovazione è una merce molto rara, misteriosa, complessa, perigliosa. Più che di innovazione occorrerebbe smetterla di ripetere i soliti ritornelli. E’ dagli anni del miracolo economico italiano che sento  dire che bisogna innovare!

Per cominciare il problema vero non è tanto l’innovazione quanto l’evoluzione. La differenza tra innovazione ed evoluzione è non solo concettuale. E’ empirica.

Chi ha studiato un po’ di technological forecasting  ha imparato che ogni passaggio da uno stadio a quello successivo può avvenire solo quando lo stadio precedente sia stato ben assimilato. E’ come dire che il mondo evolve sulla base delle esperienze accumulate. Se un’azienda decide di informatizzarsi, più che innovare evolve. Il motivo è semplice: il mondo va verso la informatizzazione spinta. Sulla base del suo stato di informatizzazione attuale decide di  proseguire ed integrare tutte le funzioni aziendali.Non comincia una nuova attività. Fa evolvere quella precedente.

L’ evoluzione è un fenomeno  che avviene nelle persone e nelle aziende sulla base della conoscenza acquisita negli anni. In qualche caso l’evoluzione è più marcata in altri meno. L’innovazione invece implica un salto di logica. Quindi è irrazionale. Forse è innovatore chi mette a punto una nuova teoria, chi scopre una nuova fonte di energia, chi lancia un nuovo brevetto.

Persino chi decide di cambiare mestiere evolve, non innova. Al massimo innova rispetto all’attività precedente, ma non rispetto a se stesso. Le competenze di cui si avvale sono quelle di accumulate sino a quel momento. E’ la matrice di competenze acquisita sino a quel momento lo zoccolo duro su cui può basare la propria evoluzione. Di essa si avvale per applicarla in altra direzione, con margini più elevati, con produttività più elevata. Conclusione: ciò che sembra un’innovazione non è altro che la messa a frutto della conoscenza acquisita sino a quel momento.

Bisognerebbe allora smetterla di parlare di innovazione e cominciare ad evolvere. Qui sorge il vero problema dell’a evoluzione. Innanzitutto, per evolvere va combattuta la tendenza alla reiterazione di ciò che si è sempre fatto. L’altro giorno ho incontrato un commerciante, titolare di un negozio di abbigliamento all’ingrosso. Siccome non ha mai adottato l’Internet sembrava autorealizzato di poterne fare a  meno. Alla domanda, ma non pensa di dotarsi di un pc ed imparare a navigare in Internet? La risposta è stata: “ho sempre scritto tutto a mano!”

Il problema della scarsa evoluzione va allora affrontato cercando di capire in quale direzione stia evolvendo la tecnologia e l’umanità. Da lì si decidono le mosse per stabilire in quale direzione evolvere. Condizione affinché ciò avvenga è di cominciare  smettere di reiterare i comportamenti del passato. Il futuro sarà sempre diverso dal passato.

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