Should innovation be the replacement of the word “new”….? If we stick with this premise for just a moment, then how do we know when we see an innovative product, service or solution? How do we associate more value to the term innovation to differentiate it from what is simply new?
Truly innovative solutions touch those hidden or concealed needs that we all have. You simply feel it. An innovative solution produces real value by filling these needs at a low cost relative to the ROI. Innovative solutions create opportunities for us to change, or interact one-to-one or one-to-many, they help us connect more deeply, improve productivity or inform us of new possibilities.
An innovative solution is one that makes us say “Wow“, or “I wish I had thought of that“, it is “exactly what I needed.” More than that, they leave you thinking that you never realised you even needed it. Anyone remember the days of dial-up Internet connections – did you know you needed wireless? Or, how about Cloudscreen for use on cloudy days, or a toothbrush that plays music to entice your kids brush more often or longer?
Agency innovation isn’t about creating the next new version of a commercial, TV spot, print-ad or even a website. Innovation does not have to be disruptive to be significant. Innovation is a process and approach to drive ideation and development initiatives over time, embracing trends, understanding the core competencies within the agency, and fundamentally understanding the problem you are trying to solve.
Being innovative is a commitment to growth, opening more possibilities and sustaining the agency into the future.
If the philosophy within your agency or organisation is creating the “next new” products, service or solutions, it’s time to stop and think! How are you influencing your agency towards hearing a customer say “WOW” when they see your solution?
