When we think of innovation, our minds often go straight to tech giants or biotech labs pushing the boundaries of what’s possible.
Those are exciting examples, but they aren’t the only ones. Innovation is more than mobile apps or cutting-edge technology. It’s a mindset, a strategy that can disrupt markets and bring new solutions to any industry, no matter how “non-innovative” it may seem.
Consider the hospitality industry. At first glance, hotels and accommodations don’t scream “innovation.” But Airbnb changed that — not with complex technology, but with a simple booking platform and a bold new approach to lodging. By rethinking travel and marketing to homeowners with extra space, Airbnb turned vacation rentals into a global phenomenon. Their innovation wasn’t about technology but about redefining the market itself.
In my work building innovation ecosystems, I work with all types of high-impact entrepreneurs, including ones who prove technology isn’t the only way to disrupt markets.
Global Transplant Solutions, a Spartanburg venture, became the market leader in organ-preservation liquids by fostering a unique culture and operating approach centered on its inspiring vision of “Fostering the Mission” of organ donation. Another Spartanburg company, Atlas Organics, used systems, culture and capital strategies – not new technology – to expand rapidly in composting and waste recycling, leading to their successful acquisition in 2022. These local ventures show how non-tech innovation can drive high-impact growth.
Innovation also thrives beyond the for-profit world. Years ago, I worked with a chamber of commerce whose leadership embraced bold, unconventional approaches rare in the chamber space. We scrapped old models and launched NEXT, which filled three startup facilities, and Accelerate, which set record funding for the organization. By leveraging lean-startup principles, distinctive branding and outcome accountability, we innovated within the stagnant economic development space and created whole new markets and revenue streams for a century-old organization struggling to find momentum.
It’s a powerful reminder of how innovation, including non-technology-based approaches, can transform all types of markets and organizations.
These examples remind us that innovation isn’t just about technology. It’s about reimagining how we meet needs, solve problems, and create value in any industry. True innovation goes beyond science and tech. It’s a mindset that, when embraced, can unlock potential everywhere.
John Moore is a principal with Momenteum Strategies, an Upstate-based consulting firm specializing in helping communities and their economic development organizations build thriving, impactful innovation ecosystems.
