Innovation with Purpose
It’s my job. #MarketingInnovationDay.
For me personally, the magic
happens when I end up learning something in the process as well. Happens every time!
I suppose it’s proof that you
can teach an old dog new tricks.
Given the more than obvious title, you
might guess that the topic was innovation in marketing, which of course can
take many forms. So we had brand representatives from three different
industries speak about their form of marketing innovation.
We wanted different thoughts
on what innovation is about so that we could give our audience more to chew on,
so to speak.
One spoke about iterative
innovation, one spoke about digital innovation, and one spoke about creative
innovation.
Three sides to a coin if you
will.
But I did find a common theme
emerging that carried across all three perspectives, and it was a bit of an AHA
moment for me.
Innovation for innovation’s
sake lacks purpose. Just like technology for technology’s sake lacks any
meaning. It just becomes idle noise that customers don’t absorb, or can’t embrace,
or quite frankly won’t buy. Customers don’t get it because it all sounds the
same.
But when innovation has purpose,
that’s quite another story.
AHA.
When innovation is filling a
need gap or solving a problem or enhancing an experience then it becomes
innovation that is tangible and real.
It becomes, well, innovation.
YES!
So how can you tell when
you’re on to something with your innovation?
It’s quite simple, actually,
and it’s a good test for you to use whenever you are leveraging a new
innovation in creativity, technology, or process.
Ask yourself this question:
are you talking about the innovation itself or are you talking about the impact
it has on your customer?
AHA.
If you are talking about the
features and gadgets and gizmos of the innovation then you are likely wasting
your marketing efforts. There’s likely not much true innovation in any of that,
and quite frankly nothing that will really get noticed or make much of a
difference. Just being honest.
But if instead you are
talking about the result it creates, then you have true meaningful innovation.
If you are talking about the experience people will have, then you have
innovation with purpose.
Then and only then will you
have innovation that rises above the features and sets you apart.
Until you can answer that
question, then I would argue you don’t have innovation.