As a serial entrepreneur and now EVP of Innovation at RingCentral, I'm always interested in how companies generate and maintain innovation. Innovating means disrupting -- challenging the status quo even for very successful products.
A branding change alone cannot reverse the milk sales slump. It requires a combination of efforts, including promoting milk's healthful qualities and creating even more innovative dairy products that meet consumers' changing needs.
It seems like "innovation" -- in business, in technology, in client service -- is such a hot topic it manages to span the gamut from meaningless to mystical. Everybody wants it. We're in awe of it. But nobody can define exactly what it is.
Most companies take existing customers for granted. They make 3 deadly assumptions; customers understand everything about your products, you know everything about your customers and, customers feel you are so special that they will be yours forever.
By listening, acknowledging and involving customers you are inviting them to incorporate your brand into their life. Mastering this critical type of engagement is the essential ingredient that sparks successful customer experiences.
It's widely assumed that there's not much to tie business people and musicians together. Their clothes are different, their terminology's different, their products are different; but the needs of these two seemingly disparate types are remarkably similar. Here's how.
Your company has become a mobile experience for customers whether you are ready for it or not. Today's multi-device consumer is increasingly accessing your information, messaging and ads on a mobile device.
Commenting on the state of innovativeness, Peter Thiel, founder of PayPal and legendary Silicon Valley investor, remarked, "We asked for flying cars. Instead, we got a hundred and forty characters." Really, Peter? Who asked for flying cars?
Many companies are now starting to focus on developing various types of cross-organizational innovation programs, and in some cases, these programs have been going on for years. Here are just a few that I wanted to highlight.
Consumers -- both BtoC and BtoB -- are email weary and wary. To drive engagement, emails must contain value and relevance. Use purchase, behavior and interaction data to craft email messaging that is welcomed.
Strategy, marketing and innovation teams have one job: To grow the top line (revenues) and bottom line (profit) of the business. CSR teams, on the other hand, are usually in the business of reducing negative impacts, which can often reduce profit too.
Craig Kielburger is a social entrepreneur and NYT-bestselling author. He is the co-founder of the children's charity Free The Children, the youth empowerment event We Day, and the social enterprise Me to We.