by Patrick Donadio
Innovation is essential for small businesses to stay competitive, whether through new products, better customer service, or efficient operations. But purposeful creativity starts with clear communication—without it, ideas can easily lose focus and momentum.
The IMPACT© Process provides a simple, structured way to build a culture of creativity that lasts. Here’s how small business leaders can apply it to spark innovation that sticks.
Intention: Define the Why Behind Your Innovation
Start with the “why,” not the “what.” Why is innovation important to your business right now? What do you want to achieve: a new revenue stream, improved efficiency, or stronger customer loyalty? Set a clear intention before brainstorming or launching new initiatives. Without this focus, creativity can quickly become chaos. Taking just 60 seconds to clarify your purpose ensures every idea serves a meaningful goal.
Message: Communicate a Clear Vision
Once your intention is clear, craft a message that aligns with it. Share your vision for innovation in a way that excites and inspires your team. Keep your message simple, specific, and actionable. Instead of saying, “Let’s think outside the box,” try: “Let’s find three new ways to improve our customer experience this quarter.” Clear communication turns abstract creativity into focused innovation.
Person: Know Who You’re Inspiring
Not everyone thinks or innovates the same way. Tailor your message to your audience. For example, your marketing team may thrive on brainstorming, while operations staff might prefer step-by-step problem solving. Meet people where they are. By recognizing and respecting different communication styles, you help your team contribute their best ideas and stay engaged.
Activate: Energize the Creative Process
Today’s teams are easily distracted, so keeping the energy alive is essential. Use storytelling to make ideas relatable. Celebrate small wins, ask for input, and involve your team in shaping outcomes. Engage them mentally, emotionally, and physically—invite them to sketch, share, and build. Nonverbal communication matters too: your enthusiasm, tone, and gestures can ignite creativity and inspire confidence.
Clarify: Align on What Success Looks Like
Innovation often fails when teams move too quickly from ideas to action without confirming understanding. Before moving forward, take time to clarify goals, roles, and expectations. Ask open-ended questions like, “What does success look like for us?” or “What resources do we need to make this happen?” Clarity keeps creativity productive and prevents frustration later on.
Transform: Turn Ideas into Action
Innovation only matters when ideas are implemented. External transformation means setting specific goals, deadlines, and accountability measures to bring ideas to life. Internal transformation happens when team members shift their thinking, believing they can innovate and contribute meaningfully. When intention meets action, innovation sticks.
Using the IMPACT process helps small businesses shift from reacting to problems to driving innovation. Intentional communication keeps ideas focused, teams aligned, and creativity part of your culture. This creates a workplace where innovation is the norm.
Stay tuned for next month’s article for more strategies on how to keep Communicating with IMPACT©.
© Copyright 2025 Patrick Donadio, MBA, CSP, MCC. Communication strategist, speaker, and author of Communicating with IMPACT©. Patrick helps leaders and teams elevate their communication and presentation skills, driving lasting results through high-impact presentations and communication coaching. He earned top global designations in both speaking and coaching. Connect with him at patrick@patrickdonadio.com or explore more at www.PatrickDonadio.com.