Innovation… the word carries a greater meaning to a different market, one where the brand is fuelling customer appetite for distinctive value, products & services, different, lasting, renewable, simple, smart, where rules of competition are bent to your advantage, where “global” means growth, easier and sustainable.
OECD has clearly spoken to the importance of innovation for the wealth of an economy (1), and at the same time, opportunities have never been so high behind the need for new approaches to balance population growth and scarcer resources.
At Daydream, we believe innovation can be catalysed, by promoting:
- Mobilisation behind team creativity: collaboration of minds internally and with trade partners, rather than competition at all levels,
- Continuously listening to market signals,
- Portfolio management in the marketing of innovations,
- Balanced reward of players in the innovation chain, valuing market relevance and success.
Most executives would love their company to be market/ customer driven. In countries where the analysis can be done, a majority of innovation failures have been rooted to lack of market intelligence prior to and along technological developments, resulting in highly questionable returns.
Sales and marketing forces should be instrumental in today’s quest for innovation: they are de-facto significant sensors a company owns within its long tail of customers. Well trained and leveraged, they can become a compass to successful innovation, a path finder to competitiveness in our tumultuous contemporary markets. Daydream has been helping its customers expand into new markets for 10 years; we know a lot about catalyzing the sales potential of your innovations.
(1) OECD: Organization for Economic Co-operation and Development
