- A sufficiently close relationship with customers that you can see their challenges and opportunities, and are able to assemble your capabilities to assist them to compete successfully.
- A deep understanding of the strategic and competitive environment in which your customer lives, and a willingness and ability to change the rules as a result of that understanding.
- The culture in your organisation supports the innovation process automatically, it has become part of the DNA of the organsiation.
Successful innovation rarely comes from a formulaic approach where the marketing department has a brainstorm, prioritises the outcomes, then they progress through a “gated” process culminating in a launch.
Usually it comes from three sources:
These three factors are mutually supportive, but scoring 2/3 is simply not good enough for consistently superior performance.
