Are You Innovative?
MediaPost Publications - Are You Innovative? - 09/14/2005: "WHAT IS 'INNOVATION'? Is Innovation the term used to describe the development of new ideas? The dictionary defines Innovation as 'the act of introducing something new.' It is also defined as 'a creation resulting from study and experimentation.' Given these definitions, are you innovative?...Innovation is really a form of evolution. If we follow the definition of "creation resulting from study and experimentation," then we see that Innovation is really just the integration of knowledge to develop something new and better. Innovation is not a revolutionary idea. It does not need to be significant changes on a grand scale; it can be slighter changes over an extended period of time...
For true Innovation to be practiced, you must actually listen to the consumer. They are the ones with the appropriate feedback and they are the ones with the practical knowledge. The question I pose is how many of your brands are set up to do this? How many of your brands are actually in a position to listen and respond to the consumer? How many of your brands would actually welcome the feedback and incorporate it into the products you develop?
...back to the original question... are you Innovative? I imagine you'll say "Of course we are," but the better question to ask is whether you're set-up to listen to, and respond to, feedback from the customer. If you are, and if you do, then chances are you are set-up to be innovative. If you aren't listening to your customers, then you are definitely missing something. "
posted by Jen @ 3:03 pm
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