Many companies have been around before there were too many competitors, before e-commerce, before disruptive business models, before surprising new competitors really began to appear. So all CEOs and CMOs know they need to drive their company, brands and marketing forward while recognizing the new realities of this Super Market. This is obvious. But how many conferences can one go to without finding a solution.
But that solution might not be that out of reach.
How do you embed a new DNA in a organization to address this new paradigm so it is part of your team's purview, every week, every month of the year? How do you ensure your ROA, including your Human Capital is course corrected and realigned to the new Super Market.
We are not rewriting the rules of business. We are writing new rules for business in this new Super Market. There is no reason why the the past rules dictate the future rules.
There is a constant momentum to these vectors, when probably analyzed and viewed, that can provide unique and motivating insights for brand, business unit, product & service and marketing innovation. So you need to reorientate your teams to look at your business on this perpetually changing and perpetually responsive market.
But how do you bring the business strategy rigor, the technology, the data and creative thinking together to solve these new business challenges?
What is true innovation and value innovation? According to SRI International, the innovators of the computer mouse "Innovation is the process of creating and delivering new customer value in the marketplace".
This is a great definition in our very humble opinion because it has the three key ingredients: 1) the customer, 2) value, and 3) the marketplace.
You may have an idea, invented something, but unless you can get it to market and monetize it, it is all for not.
According to Edward De Bono, who coined the term "lateral thinking", the purpose of thinking is to stop thinking. Your brain processes information and once understood it is compartmentalized so you don't have to think about it again. We view our job, like De Bono, has helping our clients think again and differently about their category, their space, their business - because likely someone else it.
We have past the shiny tech/app stage and we now seem to be firmly in the new business jargon stage: Business transformation, design thinking, future-proof, agile marketing.
We help companies identify and develop the right innovations that are solving problems for customers, that are technically feasible, and most importantly drive revenue.