Innovation in Practice Blog
How Companies Incentivize Innovation
Ninety percent of companies do not ‘as of yet’ have a formal mechanism for incentivizing and rewarding innovation but believe “it’s something we should be doing better”. That is one of the many conclusions in SIT’s latest Insight Paper, How Companies Incentivize Innovation (April 2013).
Marketing Innovation: The Subtraction Tool in Saint Gobain Commercials
The Subtraction tool works by removing elements generally considered essential to the situation. The tool can be used in any marketing communications medium (television, print, and so on). The tool works by drwawing your attention to the missing component. As a result, the ad is more memorable.
Subtraction is one of eight patterns embedded in most innovative commercials. Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, “Cracking the Ad Code,” and provide a step-by-step approach to using them.
The Stereotypy Trap
Struggling retailer JC Penny hired former Apple executive Ron Johnson as the CEO to save the company. Seventeen months later, he was ousted in what many consider a colossal failure. Why? Not because he failed to take action, but rather because he tried taking the same actions that worked for him at Apple. He was guilty of a managerial bias called stereotypy – the tendency to believe that what worked for you in the past will work for you in the future.
Innovation Sighting: Attribute Dependency in Signage
Signs are perhaps the most ancient yet still relevant tools of marketing. According to the International Sign Association, signage is the least expensive but most effective form of advertising and can account for half of your customers.
Can sign makers use systematic methods of creativity? Absolutely.
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