NAME – NIDHI KOUL

SAP ID – 500098231
SUBJECT – STRATEGIC MANAGEMENT

Cognitive Issues Impede Strategy: Argue

1. Lack of Time. This obstacle is the number-one cited obstacle for our innovation leaders.
Lack of time, of course, is a lack of resources, but that’s where it actually relates to the
other three hurdles. If some other initiatives are cancelled or incentives are realigned,
more time can be created for more people.
2. Lack of Funding. Another oft-cited obstacle that is identified as a lack of resources, but is
actually a lack of cognitive, motivational or political limitations. Oftentimes if an
organization can effectively communicate the potential financial advantage, additional
financial resources can become available.
3. Lack of Formal Process. This challenge is related to resources, but is also about cognitive
challenges. It’s easier to think about creating a repeatable formal process for new ideas if
people understand why it is being done. Then they can start to think about how it should
be done.
4. Lack of Senior Level Buy-In. Oftentimes this is a cognitive challenge, but it can also be a
political challenge. Try to figure out which leaders will be persuaded by which arguments
— how they can benefit and how they can be a part of a process instead of unseated by it.
5. Lack of Champions. Usually this is a cognitive challenge or a motivational challenge. No
one wants to step up if they don’t understand the value for the organization, but also they
need to see the value for themselves. Try instituting a recognition or mentoring program
to nurture budding champions.
6. Lack of Training. This is almost entirely cognitive, but could also be related to resources.
If people understand the value, however, they’ll often find time to start investing in
professional development for their workforce. The training can also help some overcome
their cognitive hurdles as they learn more about the value as part of their training.
7. No Way to Measure ROI. Again, this is related to a cognitive challenge. One has to
understand the value and what’s at stake. Once you understand what you stand to gain,
you can start to ask how to measure it.
8. Lack of Innovation Culture. Culture is actually made up of all four of the hurdles that
we’ve discussed and requires a multi-pronged approach, starting with leadership.
Leadership can help address all four of these hurdles by changing incentives,
 restructuring priorities, using their voice to communicate value and (in doing so) begin to
shift the overall culture.
9. Poor Communications. When we’re talking about communications, we’re talking about
cognitive hurdles. You need to invest in a good communications strategy to overcome the
cognitive hurdles.
10. No Diversity of Opinion. This can be about cognition (the more people understand the
value, the more will feel compelled to participate). However, it can also be a political
hurdle if people are afraid of offending leaders or “rocking the boat.” Sometimes offering
a degree of anonymity for a time or on certain subjects will invite in more voices. But be
careful — anonymity is a tool not to be taken lightly.
Of course, all of Blue Ocean’s four hurdles are related to each of these challenges in some way,
but we’ve tried to help draw the most direct line possible to give you some tools for diagnosis
and some ideas for treatment. And nearly every strategy has to be customized to each unique
organization. However, those companies that fail to think of these four hurdles and address these
ten challenges will forever be planning for success without getting to their desired innovative
results.