The challenge of injecting new, creative approaches into marketing and content teams is a common struggle faced by many businesses, especially those focused on building internal capabilities. Despite the acknowledgment of the need for innovation and creativity, teams often find it difficult to break out of their existing routines and implement fundamental changes. This challenge arises not from a lack of desire or encouragement from leadership but rather from a failure to recognize the responsibility and potential for change within the team.

One of the primary reasons for this challenge is the tendency to “ship the org chart,” a concept articulated by Steven Sinofsky, former president of Microsoft’s Windows division. Shipping the org chart occurs when internal organizational structures, silos, and limitations dictate the customer experience, rather than focusing on meeting customer needs and desires. This phenomenon is inevitable due to Conway’s law, which states that organizations design systems that mirror their communication structures.

In the context of marketing and content teams, the traditional approach resembles a linear “creative idea” supply chain, where creativity and innovation are often limited to a select few individuals or teams. Most team members are empowered to execute tasks based on predefined roles and directives, rather than contributing to the creative process. As a result, innovation becomes constrained by existing workflows, deadlines, and approval processes.

To address this challenge, leaders must adopt a new approach to creativity and innovation within their teams. Instead of outsourcing new and innovative initiatives, leaders should consider reallocating resources and responsibilities internally. By outsourcing routine tasks and freeing up time and resources, teams can focus on generating new ideas and implementing creative approaches.

However, this transition requires a clear understanding of what constitutes “old” and “new” within the organization’s context. Leaders must identify areas where the team’s expertise lies and where external assistance may be beneficial. Additionally, external experts can help teams gain clarity on their current organizational dynamics and identify opportunities for improvement.

In summary, overcoming the challenge of injecting new, creative approaches into marketing and content teams requires a shift in mindset and approach. By reframing internal processes, reallocating resources, and seeking external expertise, teams can break free from existing constraints and embrace a culture of innovation and creativity. Remember, while you can’t stop shipping the org chart, you can design an org chart that aligns with your goals and aspirations.