Using creativity and innovation to create new bus opportunities
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Why Innovation Is About More Than Bright Ideas

Why Innovation Is About More Than Bright Ideas | Using creativity and innovation to create new bus opportunities | Scoop.it

While many people make no distinction between creativity and innovation, in reality there is a huge difference between the two. Here's how to tell which one you've got.

 

While many people make no distinction between creativity and innovation, in reality there is a huge difference between the two. Not all bright ideas are innovative, even if they appear to be quite creative. And being a game-changer, not creativity, is what makes the difference between a market-altering product and one that has limited appeal.

 

In terms of business and commerce, a creative idea stops short of being ground-breaking if consumers aren’t willing to buy the resulting product or service readily and enthusiastically. Innovation pulls multiple threads together for consumers (quality, usefulness, coolness, look, feel, price, and life-enhancement). While creativity may be unique and even admired, it may not captivate others in a big enough way to change the marketplace. Or, it may not offer benefits that shift the market.

 

... Kanye West got it when he said, “The concept of commercialism in the fashion and art world is looked down upon. You know, just to think, 'What amount of creativity does it take to make something that masses of people like?' And, 'How does creativity apply across the board?'” Creativity for business is not just discovering the new and different, but turning it into something powerful and persuasive that motivates people to open up their wallets.

 

Making a connection between ideas and consumer wants, needs, fears, and dreams is essential if marketers want to achieve success. It’s not enough to compete on price alone, because a competitor can always undercut that price. Today’s consumers are willing to pay more for something if they love, especially if they see value that it’s a great product. Why are people paying hundreds of dollars for an iPhone when there are perfectly good phones available at a much lower cost? When the economy begins to rebound, firms that have relied on price-cutting instead of innovating won’t have anything new to offer. New ideas that sell are needed every day to satisfy customer demands, enter new markets, gain competitive advantage, or even just to keep pace with the competition.

 

When a company hits on something that resonates instantly with people, magic happens. Consumer buy-in at that point seems almost ridiculously easy, like it was with the iPad, Swiffer, and Target's designer clothing collobarations when the affordably priced Missoni line sold out in less than 15 minutes in Chicago and New York stores and crashed their website with consumer demand.

 

The distinction between creativity and ground-breaking also applies to marketers who are trying to use social media to connect with customers. Being creative is not just coming up with a great gimmick. During this year’s Superbowl, Toyota thought it was being creative when it came up with a Twitter campaign for the Camry. The intent was to engage users with Tweets to the effect of “Ready for Sunday? Make sure you’ve entered for your chance to win a 2012 Camry!” The effect was that there was no engagement and consumers simply felt they were being bombarded with unsolicited messages.

 

Innovation is getting consumers to do something by taking advantage of personal communication technologies. Social media strategies need to include consideration of the relationship, the type of message, the technological object (smart phone, computer, notepad, etc.) that is delivering the message, and timing. Together these components form a strong, viable structure. Old marketing theories and creative forms don’t fit into this new communications mechanism, which requires a unique understanding of symbolic and cultural meanings of the technological device and, particularly, timing, to sell differently. A new kind of inventiveness must join with creativity to draw crowds and change purchase behaviors.

 

Creativity in marketing today means finding the social media influencers as well as those capable of being influenced, building relationships, and engaging potential customers much earlier in the consumer relationship. It means thinking about the delivery form for the message - the object which will shape the message and perception of the brand. Social marketers today need to break the rules of traditional communication streams, manage their communities differently and become truly innovative instead of just relying on creativity to alter the market and sell their product.


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5 Places Your Great Ideas Are Hiding

5 Places Your Great Ideas Are Hiding | Using creativity and innovation to create new bus opportunities | Scoop.it

Business ideas are buzzing all around you. It's just a matter of knowing where to look and how to uncover them. Here are five places to start.


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Expert shares the secret to building creativity in the workplace - Phys.Org (press release)

Expert shares the secret to building creativity in the workplace - Phys.Org (press release) | Using creativity and innovation to create new bus opportunities | Scoop.it
Expert shares the secret to building creativity in the workplacePhys.Org (press release)PHYSorg Science News Wire : Expert shares the secret to building creativity in the workplace -- a press release is provided to you “as is” with little or no...

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Innovation Requires More Than Systems and Too... - Forbes India

Innovation Requires More Than Systems and Too... - Forbes India | Using creativity and innovation to create new bus opportunities | Scoop.it
Innovation Requires More Than Systems and Too...
Forbes India
IBM, for example, used space on its corporate Intranet to launch a 72-hour Innovation Jam that attracted 57,000 visitors and 30,000 posts addressing new business opportunities.
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4 Tests to Fail-Proof Your Business Idea

4 Tests to Fail-Proof Your Business Idea | Using creativity and innovation to create new bus opportunities | Scoop.it

Before pumping every last dime and ounce of sweat into launching your business idea, test it out with these four strategies.


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Why Being Sleepy and Drunk Are Great for Creativity

Why Being Sleepy and Drunk Are Great for Creativity | Using creativity and innovation to create new bus opportunities | Scoop.it

Studies look at when and what influences creativity


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Boost Your Business with Thinking Method SCAMPER | PowerPoint Presentation

Boost Your Business with Thinking Method SCAMPER | PowerPoint Presentation | Using creativity and innovation to create new bus opportunities | Scoop.it

Creation and innovation fall under two main ideas that are required for boosting any business. SCAMPER has emerged as an effective business tool capable of sparking creativity and helping business people to face any challenge efficiently


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