Innovating requires boldness, but, in companies, the desire for renewal often runs up against something robust and rigid: the processes. Created for efficiency, security and predictability, These processes establish a structure that, with time, becomes a barrier to innovation. The irony is that, as they help the organization achieve efficiency and scale, also limit the ability to adapt, flexibility and renewal. To innovate, therefore, It is essential that companies learn to identify which rules must be broken and when these breaks are necessary.
The tension around process breakdown is real and understandable. Well-defined processes are the foundations of daily operations, garantindo que tarefas sejam realizadas com precisão e que os resultados sejam previsíveis. However, quando um processo se torna excessivamente rígido, ele pode sufocar a criatividade e inibir o surgimento de novas ideias. Mais grave ainda, processos ultrapassados ou mantidos simplesmente porque “sempre foi assim” criam gargalos, reduzem a competitividade e tornam a empresa lenta frente às rápidas mudanças de mercado.
Saber Quebrar Processos: O Desafio das Regras Certas e do Momento Certo
Para inovar de forma eficaz, as empresas precisam desenvolver mecanismos que permitam uma avaliação criteriosa dos processos em vigor. É necessário diferenciar as regras que realmente protegem a operação das que se tornaram obsoletas ou meramente burocráticas. This requires leaders to have an analytical and critical vision, in addition to a culture open to challenging norms when necessary.
“Constantly ask yourself questions about how things can be done better.” Elon Musk
Companies that know how to break rules intelligently follow some key guidelines. They begin by evaluating the purpose and results of each process, questioning whether it really delivers value or whether its function could already be replaced by something more agile. Another important point is to analyze the potential impact of breaking a specific rule: what risks may arise and how they could be mitigated? With a well-founded risk analysis, the process can be adjusted or eliminated without causing harm to the operation.
Innovation Guided by Experimentation Structures
Companies that excel at innovation don’t just break rules; they construct environments where controlled experimentation becomes an institutional practice. Instead of abrupt and radical changes, they adopt processes of experimentation where new approaches are tested on a small scale before being applied across the organization. A clear example is Amazon, which uses the concept of “two-way doors” (two way doors) to experiment with innovations. Processes that can be reversed, that is, which can return to their original state if the test is unsuccessful, are released for rapid experimentation. This creates a space where employees can question old practices and propose changes without the fear of error..
Another common practice among innovative companies is the creation of “breaking teams” or “radical innovation teams,” trained to review entrenched practices and identify which ones can be reinvented. This team works independently from the daily flow and is challenged to propose disruptive solutions for old processes. Like this, the breakdown of processes does not happen in a chaotic manner, but in a controlled and conscious way.
Real Cases: When Breaking Processes Becomes a Competitive Advantage
An emblematic example comes from Netflix, which revolutionized the market by questioning the need for traditional deadlines and processes for launching content. By opting for the streaming model and developing algorithms that recommend content based on user behavior, the company broke with the conventional entertainment structure. The processes for launching content and interacting with the public have been radically transformed, ushering in a new standard for the industry.
Another interesting case is that of Toyota with the creation of the famous system kaizen, a continuous improvement methodology that constantly challenges production processes and routines. Although it does not mean “breaking” rules in the most radical sense, O kaizen exige uma postura de questionamento constante sobre o valor agregado por cada etapa do processo. Essa prática permitiu à Toyota se manter inovadora ao longo dos anos, buscando sempre a eficiência, sem deixar de adaptar-se a novas demandas do mercado.
Equilíbrio e Consciência no Rompimento de Regras
Therefore, quebrar processos para inovar não significa agir impulsivamente ou eliminar rotinas sem critérios. Exige um olhar crítico e estruturado, além de uma cultura empresarial que valorize tanto a segurança da operação quanto a liberdade para a criação. Ao promover um ambiente onde as pessoas se sintam encorajadas a questionar e propor mudanças, as empresas se colocam em um ciclo de renovação contínua, essencial para se manterem competitivas.