In this week’s thought leadership roundup, we take a look at authentic communication concepts, the design-to-value approach, and why innovation without execution just doesn’t cut it.
Thought Leadership: 3 Concepts Authentic Communicators Understand
From Snapp Conner:
“Reputation is the new currency, which we must begin to learn how to finance. Product reviews trump sales and establish a reputation for companies, which determine whether the company thrives or withers.
Just as with a company, reputation precedes professionals and dictates success. Establishing yourself as an authentic communicator takes guesswork out of the details.
The authentic communicator understands their reputation isn’t based on what they think of themselves. Rather, what others say about them is what matters. Producing content that is original, both as idea and an approach, helps create a platform from which the communicator independently stands as an opinion leader.”
Why Read It: Full of advice from an experienced thought leader, this Q&A covers all the basics of standing out, establishing a voice and personal brand, and the challenges that need to be overcome for an individual to secure a platform for sharing ideas, best practices, opinions, and advice.
Reverse Innovation: Win in Emerging Markets with a Design-to-Value Approach
From Innovation Excellence:
“When expanding to developing countries, most global companies initially target upper-class populations with products that were developed for the western world. To attract the mass markets in these new economies, the strategy is often limited to diluting existing products – sometimes literally – and leaving money on the table.
The biggest opportunity for growth in the developing world lies in creating fresh, innovative products tailored for the mass market with radically different value propositions and price points than those found in developed countries. These products can later be sold to underserved segments in developed markets, generating even more revenue through reverse innovation.
Progressive companies have started to embrace the concept of reverse innovation, but struggle with its execution. A design-to-value approach is the most effective means of enabling reverse innovation by developing products that are both desirable and commercially viable.”
Why Read It: Companies that consider researching their markets to be a one-time activity may be able to get a strong foothold in certain areas, but are guaranteed to be missing out on growth opportunities. This piece digs into the concept of reverse innovation, a tactic that can be used to secure emerging markets while driving continuous revenue with existing audiences.
Innovation Without Execution Is Only Ideation
From Forbes:
“Sadly, the word ‘innovation’ has become a bit of a buzz word these days, with some people thinking that all it takes is to put a few geeks in a room with whiteboards and red bull to brainstorm, and then expect almost magical results. This can work at times but it’s not suitable for all forms of innovation and it’s certainly not sustainable. You’ve got to be serious about innovation and foster a culture of innovation company-wide.
I always say that innovation is a repeatable process. It’s an art and a science. And like any science, you need structured techniques to get results. The first step should be a clearly defined problem statement. If you can’t clearly define the business challenge you’re attempting to solve for, then you’re wasting your time! But you also need to make sure that your innovation goals are largely aligned with your company’s strategy, otherwise it’s an exercise in futility. You should aim for 80% of your innovation objectives to be aligned with your company’s wider strategy and allow 20% to be a bit more out there.”
Why Read It: It may seem like an obvious concept, but many companies still get stuck on the notion that all they need are a bunch of great ideas to spurn successful innovation. This article looks to experienced experts for their insight on taking innovation beyond ideation to execution, for repeat success and growth.
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