Submit/Vote Innovation Ideation: BIG Data Dilemma. What's NEXT?
Breakthrough innovation—an accident, an act of desperation, an afterthought? NO. Breakthrough innovation can result from a deliberate, strategic innovation community process. A leadership opportunity for Marketing!
Peter Drucker on Marketing and Innovation: "Because the purpose of business is to create a customer, the business enterprise has two--and only these two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs." YES!
Enterprises are really good at incremental change. Not so much for breakthrough innovation. Now with the new Enterprise Feedback Management tools—Social Media Monitoring tools, Voice of the Customer, and Community Ideation Collaboration-- Enterprises can be even better at incremental change and involve more people. A critical problem with the new tools is that the Enterprises are overwhelmed with the ideas flowing to them. So much so that good ideas are overlooked. And the narrow way these tools are generally used is not adequate for breakthrough innovation—it wastes their potential value. Even more of a problem is that three more great opportunities are also wasted—for relationship development, repeatable process and continuous improvement, and the ability to correlate engagement to business results—revenue, profit, referrals, adoption, up-sells. A dilemma!
Make that an opportunity! Religence CEO Linda Sharp, whose passion is community building and whose track record in community engagement is 3X the accepted norm, is well suited to lead a discussion about how you handle the dilemma and to introduce you to a breakthrough new approach that will transform Marketing.
Linda Sharp is CEO of Religence, a customer-focused performance management consulting firm specializing in the Religence Framework for CRI (Customer Relationship Intelligence). Linda is the inventor of a breakthrough Relationship Age metric, Relationship Value, which applies to Communities as well as the Enterprise. Linda was well ahead of the movement to customer-centric thinking, having pioneered the use of Voice of the Customer research for strategic positioning to help build a billion dollar technology business from scratch, double an environmental engineering firms’ business, and grow an insurance company by 80% after years of shrinking market share.
Successes like these made her audacious and bold enough to try to quantify Marketing, putting her propensity for math to work. Her goal was to get Marketing—in the broadest sense of the word—some respect to take its rightful place at the management table. Community Leaders have a similar problem and opportunity. She understood early on that a company’s best potential customers were most likely its current customers. Leveraging these customer relationships in an Enterprise’s Stakeholder Community is What’s NEXT. An Innovation Community Initiative is a good place to start.
Linda predicts that major Enterprises will run their entire business through their Stakeholder Community within the next five years and measure them with CRI. Another leadership opportunity, absolutely!
Linda Sharp commented
I was about to be modest, but yesterday I was asked if I'd consider taking CRi to Japan to introduce it to major Enterprises there! So could be... Thanks for planting that seed, George. Cheers, Linda
Yes, "the purpose of business is to create a customer, ..."
From Peter Drucker to Linda Sharp.
Am looking forward to Breakthrough Innovation, by listening to customers!!