DREIESKIVA​|Roald Kvam

Innovation is often hailed as the driving force behind progress, shaping industries, societies, and entire civilizations. But while it is typically seen as a product of human ingenuity, innovation is not a uniquely human phenomenon. Nature itself has been innovating for billions of years through the process of evolution, solving complex challenges in dynamic and unpredictable environments.

By examining the principles of evolution, we can uncover valuable lessons about how innovation works and how it can be fostered in human endeavors.

From adaptability and experimentation to the power of incremental improvements, evolution provides a blueprint for understanding and mastering the art of innovation. In this article, I’ll explore key evolutionary principles and their relevance to innovation, along with real-world examples that highlight how nature’s strategies can inspire transformative ideas.

1. Adaptation to Changing Environments

One of the most fundamental lessons evolution teaches us is the importance of adaptability. In nature, species that fail to adapt to changing environments face extinction, while those that can adjust survive and thrive. This concept has direct parallels in the world of innovation. Organizations and individuals that embrace change and respond effectively to shifting circumstances are more likely to succeed in the long run.

Example: Kodak and Digital Disruption. The rise and fall of Kodak serve as a cautionary tale. Once a giant in the photography industry, Kodak failed to adapt to the advent of digital photography, despite inventing the first digital camera… The company’s reluctance to shift its business model and embrace change ultimately led to its decline. In contrast, companies like Netflix have thrived by continuously adapting their strategies to evolving consumer preferences and technological advancements.

Successful innovators must remain flexible, monitoring changes in their environment and adjusting their approach to stay relevant.

2. The Power of Experimentation

Evolution is an inherently experimental process. Genetic mutations occur randomly, and natural selection determines which traits are advantageous. Over time, these small, iterative changes result in significant adaptations. Similarly, innovation thrives on experimentation and a willingness to try new things, even if failure is a possibility.

Example: Google’s “20% Time” Policy of allowing employees to spend 20% of their time on personal projects has led to some of its most successful innovations, including Gmail and Google Maps. By encouraging experimentation, Google created an environment where employees felt empowered to explore new ideas without fear of failure.

Creating a culture that values experimentation and tolerates failure is essential for fostering breakthrough ideas.

3. Survival of the Fittest: The Importance of Selection

In evolution, not every mutation leads to a successful adaptation. Natural selection acts as a filter, ensuring that only the most advantageous traits are passed on to future generations. In the context of innovation, this principle underscores the importance of rigorous evaluation and iteration.

Example: The Lean Startup Method, popularized by Eric Ries, emphasizes the creation of “minimum viable products” (MVPs) that can be tested quickly and inexpensively. By gathering feedback and iterating based on real-world data, startups can refine their ideas and focus on what works. This approach mirrors natural selection, where only the best adaptations survive.

Testing and refining ideas through feedback is crucial for identifying which innovations have the potential to succeed.

4. Incremental Progress and Cumulative Change

While evolution occasionally produces dramatic shifts, most changes occur incrementally over long periods. Small, cumulative improvements can lead to profound transformations. In innovation, this principle highlights the value of continuous improvement and the compounding effect of incremental progress.

Example: The Development of the iPhone, one of the most iconic innovations of the 21st century, did not emerge fully formed. It was the result of years of incremental advancements in technology, such as touchscreens, miniaturized processors, and mobile connectivity. Each component built on prior innovations, culminating in a revolutionary product.

Breakthroughs often result from the accumulation of small improvements over time. Patience and persistence are key.

5. Diversity Drives Innovation

Biodiversity is a cornerstone of evolution. The greater the diversity within a population, the more likely it is to contain individuals with traits that can adapt to changing environments. This principle applies to innovation as well: diversity in perspectives, experiences, and ideas increases the likelihood of discovering creative solutions.

Example: Multidisciplinary Teams at IDEO, a renowned design and innovation consultancy, emphasizes the importance of assembling multidisciplinary teams. By bringing together people with diverse expertise—from engineers to anthropologists—IDEO fosters a culture of cross-pollination, which often leads to groundbreaking innovations.

Embrace diversity to unlock fresh perspectives and foster creativity.

6. The Role of Constraints

In nature, constraints such as limited resources or harsh environments often drive innovation. Organisms evolve ingenious solutions to survive under challenging conditions. Similarly, constraints in business or technology can spark creativity and lead to innovative breakthroughs.

Example: Frugal Innovation in Emerging Markets, also known as “Jugaad” in India, refers to the practice of creating affordable solutions with limited resources. For instance, the GE MAC 400, a low-cost portable ECG machine, was developed specifically for rural healthcare markets in India. By working within constraints, GE’s team developed an innovation that was both cost-effective and impactful.

Constraints are not obstacles; they are opportunities to think creatively and find ingenious solutions.

7. Co-Evolution and Collaboration

In nature, species often co-evolve, developing mutually beneficial relationships. For example, flowers and pollinators like bees have evolved in tandem, each influencing the other’s development. In the world of innovation, collaboration between different entities—companies, industries, or even competitors—can drive significant progress.

Example: Open-Source Software movement demonstrates the power of collaborative innovation. Platforms like Linux and GitHub enable developers worldwide to contribute their skills and ideas, leading to rapid advancements and widespread adoption.

Collaboration and co-evolution with partners or even competitors can unlock new opportunities and accelerate progress.

8. Resilience Through Redundancy

In biological systems, redundancy is a common strategy for ensuring resilience. For example, the human body has multiple mechanisms for regulating temperature, ensuring survival even if one system fails. In innovation, redundancy can provide a buffer against uncertainty and allow for greater experimentation.

Example: NASA’s Mars Missions incorporates redundancy into its mission planning to account for the high risk of failure in space exploration. By having backup systems and contingency plans, NASA ensures that its missions can succeed even when unexpected challenges arise.

Build resilience into your processes to mitigate risks and maintain progress under uncertain conditions.

9. Embrace Emergence and Serendipity

Evolution often produces unexpected outcomes. Traits that arise by chance can prove advantageous in ways that were not initially apparent. In innovation, serendipity and emergent phenomena can lead to groundbreaking discoveries.

Example: The Discovery of Penicillin by Alexander Fleming was a serendipitous event. Fleming noticed that mold accidentally contaminating his petri dishes killed bacteria, leading to the development of the world’s first antibiotic. This unexpected observation revolutionized medicine.

Be open to unexpected discoveries and remain curious, as they may hold the key to transformative innovations.

10. Long-Term Thinking

Evolution operates on a long timescale, shaping species over millions of years. Similarly, successful innovation often requires patience and a long-term perspective. Rushing to achieve immediate results can undermine the potential for meaningful progress.

Example: Tesla’s Vision for Renewable Energy to accelerate the world’s transition to sustainable energy is a long-term endeavor. By investing in electric vehicles, renewable energy technologies, and energy storage, Tesla has positioned itself as a leader in a rapidly evolving industry, despite facing significant challenges along the way.

Adopt a long-term mindset and remain committed to your vision, even in the face of short-term setbacks.

---

Evolution is the ultimate innovator, constantly adapting, experimenting, and refining to meet the challenges of a dynamic world. By understanding and applying its principles, we can approach innovation with greater clarity, creativity, and resilience. Whether it’s embracing adaptability, fostering diversity, or learning from failure, nature offers a wealth of wisdom for those seeking to drive progress.

In the end, the process of innovation mirrors the process of evolution:

Innovation as evolution in action is not about achieving perfection but about constant improvement, learning, and growth.

By looking to the natural world, we can uncover new strategies for solving the complex challenges of today and building a better tomorrow.