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HOW TO GROW A WINNER

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HOW TO GROW A WINNER Powered By Docstoc
					          HOW TO GROW
            A WINNER
  …OR, AVOIDING THE BANANA SKINS ON
       THE PATH TO THE FUTURE.


Just because you’ve got a positive
flood of creative ideas coming out of      3. A great new product None of theis
                                              often not new at all.
                                                                    or service       their previous job – it might be that
                                                                                     they’ve just used up their slice of luck.
‘ideation’ sessions, your team or even     successful, well-known brand names        Conversely, if you’ve never worked on
your own brain, you don’t necessarily      actually created the market: Charles      a successful launch, keep wearing
have that stunning new product that        Stack was first in online book-selling,   the lucky pants as your time might
will save your business, job and your      not Amazon.com, while Napster was         yet come.
CEO. Having the idea is only the           around well before we all started
beginning of the battle; the hard work
lies in getting the right one to market.
                                           downloading from iTunes.                  10. Nurturing ideas from
                                                                                         conception to launch
Remember Einstein and get ready for
90% perspiration! Read on for
                                           4. Start with rather thanand develop
                                              against it
                                                          an insight
                                                                     post
                                                                                     generally just makes them blander
                                                                                     and increasingly inoffensive. As the
                                           rationalise afterwards. Which means       idea squeezes over each gate, inches
the Incite guide to winning the
                                           you need to know the difference           down the funnel or tumbles from the
innovation race.
                                           between an insight and an observation.    sieve, the originality, edginess and
1.     Remember that fewer than one
       per cent of concepts coming
                                           Work on this, it’s important.             sheer difference get rubbed off. Never
                                                                                     lose sight of what caused consumer
out of ideation sessions are likely
to succeed in the market place.
                                           5. Don’t believe an agency that says
                                              it can predict the attractiveness of
                                                                                     excitement in the first place.

Consumers really aren’t that good at
it. Plus we all know the stories about
                                           major innovations to consumers who
                                           themselves have no clue.                  11. In any set ofwinner. there will
                                                                                         always be a
                                                                                                      concepts


Sony not researching the Walkman, or
Apple the iPod. These big innovative
                                           6. If you’re innovating toknow they
                                              that consumers don’t
                                                                      meet needs
                                                                                     12. Speed and agility isthe right time
                                                                                         essence. Knowing
                                                                                                               of the

leaps are not uncovered by consumers       have, you might have to spend a lot of    to launch is as important as getting the
or research; but small incremental         time and money explaining it to them.     concept right in the first place. Only work
ones are. Work out which one you           Are you confident that you’ve got the     with an agency that can support rapid
are doing and set your strategy and        budget for this?                          test and learn.
research budget accordingly.
                                           7. The more score itin a concept the 13. Mosttry anything once. Well, any
                                                             words                                  supermarket shoppers

2.   On the same note, remember
     that innovation is normally
                                                 lower the           gets.                   will
                                                                                      product that is.
about increasing margins rather than       8. If it’s a truly greatcrafteditconcept.
                                                                    idea doesn’t
changing the world. According to
Harvard Business Review (so it must
                                                need a carefully
                                           If people get it, they get it; if it needs 14. to 3 decimal places when
                                                                                             Forget trying to model volumes

                                           lots of communication you might be        you haven’t even agreed your
be true), the majority of the world’s
                                           able to get people to like it but are     advertising budget.
most successful entrepreneurs aren’t
                                           they liking your copywriting or your
innovators, they’re ‘minnovators’, who
combine small doses of novelty with a
                                           concept?                                  15. Or, you could alwaysyou
                                                                                         use Incite. We help
                                                                                                              just

dash of creativity before embarking on
a hard-driving execution process.          9. Don’ta always trustlaunch inwho
                                              had successful
                                                                   people            negotiate the pitfalls and the triumphs of
                                                                                     innovation research.




                To find out more call Roger Banks on 020 7438 4950
                  Nearly the last in a series of How To…from Incite. www.incite.ws

				
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