Use Continuous Innovation to Unshackle Managerial Decisions

Ever heard these questions from your chief marketing decision makers: “Why the heck does the digital landscape have to keep changing so much? Why don’t customers stand still? Why do they have to control the brand conversation so much?”

Perhaps the conversation should revolve around, “Why do I believe that I am still in control?” Perhaps there should be a revelation that there no longer needs to be a guess at what the consumer will be thinking 6 to 18 months into the future based on the previous year’s market research.

In fact, isn’t it wonderful that customers will yell out their every desire, fear, secret yearning about the products and services in their lives…in real-time?

Customers have progressed to the point they anticipate innovative technologies and innovative conversations and will, in fact, co-develop innovative products and services with their favorite brands. A wonderful aspect about these digitally connected customers is that they will do this on an ongoing basis and will drive agile marketing endeavors with their continuous feedback and approval.

What a wonderful feeling for a chief marketing decision maker to be unshackled! Isn’t it outstanding to use customers’ conversations to drive innovative developments that drive delight for all consumers?

So, it is best to understand and cuddle up with the fact that the customer drives continuous innovation. Let the customers unshackle the decision making process through the digital conversation. They will be delighted to help you and be delighted in their products. If you still think continuous innovation is not tied to customer delight, go ask a little company called Apple about this topic…better yet, go ask Apple’s competitors.

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