Thursday, June 26, 2008

Innovation centric

A. G. Lafley suggests in his book "The Game Changer" that companies should be centered on innovation. But he admits himself, that innovation that does not bring value to customers is nonsense...

So shouldn't the business be customer centric then?

I think there are many ways for customers to influence innovation and the products that come out of it. This graphic should visualize on a high level how that could look like:

The Web 2.0 will increase the influence of customers on innovation massively. Companies that actively support this development will profit from it and gain competitive advantage while companies ignoring it and staying with the old fashioned 'isolated' innovation process might not be able to create a customer experience that makes customers loyal.

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