Process, culture, promise: Three steps to drive innovative thinking
Adam FerrierNaked Communications
True innovation in a marketing sense creates value that didn't previously exist.
By value, I mean creating something that a) the consumer is willing to pay for, and b) something that is profitable for the company to do. A new line extension developed to keep the retailer happy, or to maintain shelf-blocking at point of sale, does not meet this definition. Nor does a new idea that wins creative awards (although it might)! True innovation, in this sense, is difficult, as it requires both the spirit...