In Roman mythology, Janus is the god with two faces—one looking back at the past, and the other facing the future. He stands at doorways, symbolizing both beginnings and endings, and everything in between. For many companies, this image offers a useful lesson on how to balance past strengths with new opportunities, especially when pursuing innovation. After all, it can feel daunting to protect what you’ve already built while also exploring uncharted territory.
In recent years, an approach called “outsourcing innovation” has gained traction. this approach is one of the ways to turn an stablished corporate into an ambidextrous organization which can exploit its current business model while exploring new opportunities and test new business models. Instead of doing everything in-house, businesses sometimes partner with external specialists or startups to jumpstart new ideas. This collaboration can help them adapt to shifting markets and technologies without fully abandoning their familiar methods. Yet, for those who have never tried it, “outsourcing innovation” may raise questions: Will it dilute our company culture? Could it expose us to risks? How do we keep control of our core competencies? These concerns are understandable, but the Janus metaphor can guide us to see a balanced perspective—one face honoring established strengths, and the other face welcoming fresh insight.
Why Janus Is a Powerful Metaphor for an Ambidextrous Organization
Janus stands right in the doorway, aware of both the space behind him and the world beyond. Many businesses operate in a similar “in-between” space: they need to maintain the success they already have while searching for new ways to grow or keep in the business. If you try to do this alone, you might struggle with limited resources or “group think,” where everyone shares the same mindset. By collaborating with outside experts, you can expand your view without discarding the history that made your company strong in the first place.
It’s like saying, “We know who we are, but we also know we can’t stand still.” Janus, in essence, helps us see that we can do both.
What Is Outsourcing Innovation?
Outsourcing innovation isn’t just about hiring a random consultant or ordering a one-off project. It’s a strategic choice to invite external minds—like startups, venture studios, or industry experts—into your creative process. They can help with:
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Prototyping or early research: Sometimes you have an idea but lack the time, staff, or advanced know-how to build a proof-of-concept.
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Testing new technologies: You might suspect artificial intelligence or new software tools could help your business, but you’re not sure how.
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Market exploration: If you want to enter a new region or customer segment, external partners can offer data, connections, or local insights you don’t have.
The goal is to blend your organization’s strengths (brand recognition, deep expertise, or existing customer loyalty) with a partner’s ability to bring fresh perspective and specialized knowledge.
Two Faces in Action: Balancing the Old and the New
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Respecting Established Strengths
Every business that survives long enough does something well. Whether it’s superior engineering, strong customer service, or an efficient supply chain. These are like Janus’s backward-looking face: they represent your past experiences and stable foundation. If you try to erase them entirely in the name of “disruption,” you risk throwing out the hard-earned wisdom that keeps your business afloat. -
Embracing Outside Innovation
At the same time, the forward-looking face suggests a willingness to evolve in the future. Technologies, markets, and consumer behavior change quickly. Sometimes your in-house team doesn’t have the right skill set or is already too busy managing daily operations. Outsourcing tasks—like developing a pilot project or experimenting with new designs—can let you explore innovative territory without overloading your internal resources.
In effect, you’re using both perspectives: you keep the benefits of what you already do well, and you invite external experts to illuminate fresh paths.
The Upsides of Outsourcing Innovation
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Faster Learning Curves: If you try to train an entire team in a brand-new field, it could take months or years. External entities already have the expertise, so they can start testing ideas right away.
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Reduced Overall Risk: Innovation brings uncertainty. Sharing the cost and risk of a project with an outside partner can protect your company from putting all its resources into a single, unproven concept.
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Fresh Insights: Outsiders aren’t tied to your company’s history or internal politics. They can question assumptions and point out issues or opportunities you’ve overlooked.
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Global Reach: If you partner with a team located in another country or region, you can tap into international markets and cultural knowledge without building that infrastructure from scratch.
Potential Pitfalls to Consider
Even Janus, who sees both sides, must guard the threshold. Outsourcing innovation poses its own challenges:
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Loss of Control: When you share creative work with an external group, you must trust them. To handle this, set up clear project goals, confidentiality agreements, and regular check-ins.
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Cultural Misalignment: Your corporate culture might emphasize detailed planning, but your partner might prefer quick experiments and pivoting often. If these values clash, it can lead to misunderstandings or frustration.
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Integration Problems: Let’s say your outsourced team builds a brilliant MVPs or prototype, but no one inside your company knows how to maintain or scale it. Planning for “hand-off” or ongoing collaboration is critical.
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Employee Morale: Some employees fear that outsourcing means their roles will be replaced or diminished. Transparent communication and including them in the process can reduce these anxieties and build excitement instead of worry.
Making Outsourcing Innovation Work
If you want to make outsourcing innovation work, you should consider balancing both both sides:
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Set Clear Goals from Day One
Define why you’re bringing in external help. Are you testing a new idea, improving an existing product, or entering a new market? Shared objectives keep everyone aligned. -
Invite Ongoing Interaction
Outsourcing doesn’t mean vanishing until the final product arrives. Host regular video calls or collaborative workshops, and involve both internal staff and external partners so knowledge flows in both directions. -
Maintain Momentum
Once an external team finishes a prototype or pilot, decide how to continue. Who will own the project internally? How will you track progress and measure success? A well-planned transition phase prevents great ideas from gathering dust. -
Foster a Collaborative Culture
Show your staff that outsourcing isn’t about replacing them, but enhancing their capabilities. If the new partner is exploring AI, for example, you could arrange knowledge-sharing sessions or open demos so employees can see the potential and learn alongside the experts.
Final Thoughts: Standing in the Doorway
Janus is the perfect reminder that looking backward and forward at the same time isn’t just possible—it can be powerful. In the context of innovation, this means honoring the experience that made your company what it is, while also daring to explore frontiers you can’t reach on your own.
Outsourcing innovation doesn’t have to feel like losing control. Think of it as standing in a doorway with a partner who has a different, valuable perspective. By sharing resources, risks, and insights, you can adapt more quickly to changing markets and technologies, all while protecting the unique qualities that define your brand.
Author’s Note
I’m sharing this piece as a revised, in-depth take on my previous piece on outsourcing innovation, inspired by Janus’s dual perspectives.
