So, last week’s post Innovation is the opposite of what we’re pretending the word means hit a nerve; as it should. Some people quickly commented that disruptive and radical innovation is rare and that 99% of established organizations really pursue incremental innovation:
— Ralph-Christian Ohr (@ralph_ohr) March 15, 2013
— Stefan Lindegaard (@lindegaard) March 11, 2013
— haydn shaughnessy (@haydn1701) March 7, 2013
There are 2 kinds of warfare: asymmetrical and stupid. —DR. CONRAD CRANE, DIRECTOR OF THE U.S. ARMY HISTORICAL SOCIETY AND AUTHOR OF THE U.S. ARMY/MARINE CORPS COUNTERINSURGENCY FIELD MANUAL
I have a client who competes with Starbucks. Or at least that is what they think. I don’t think they do because they have no argument to win. What is Starbucks good at? There are other factors at play, but these are the main ones: They fill the middle between your home and work, and they are also known for making good enough coffee.
These are not attributes where my client can make a confident argument that they can win. And my client can’t just turn itself into a roaster. And it shouldn’t.
So what to do? The answer is simple but difficult: You do what the other guy can’t or won’t.…
While I don’t advertise it, I do give workshops on social media marketing and research. I give them on a “people/businesses ask me for them” basis. Why? Because I’m not really interested in telling you how to increase the number of Likes and/or followers. This is what the industry has become about. And businesses, like always, go head first without truly understanding what “this” is really about.
What I’m really interested in telling you, is what this “social stuff” means beyond marketing. What it means for how you organize, how you hire, how you deliver on your value proposition, how you work, how you communicate, etc. What it means to let real-time customer-insights direct your strategy.
As I told a buddy of mine recently, this is not an add on process where you just “install” a new feature to your business. My buddy wanted to know what the expected ROI was for these social media initiatives. This is a short sighted and correct MBA question. But that is not the question you should be asking because this is not an add on. It is not like adding new rims or a new intake system to your car, it’s the opposite.
It’s about subtracting some of what you already do to make room for the new.…
In case you missed them here are this weeks best readings. And as always from innovation experts themselves 😉
Innovation — the New Two-way Play – Knowledge@Wharton
Four Principles for Crafting Your Innovation Strategy – Technology Review
5 Steps to Success in Customer Innovation Programs – Outside Innovation