What’s Your Story?

Thanks for stopping by again! This week we’re going to explore the basics of innovation, and the best place to start is with some clarification and definitions (i.e. the boring part). People often times get innovation confused with invention.  Around here we view an invention as an idea made concrete, while innovation involves ideas and their successful implementation into practice to create value. In other words, you invent an advanced mousetrap when you build an actual contraption; you innovate a new method for catching mice when you create a successful series of steps that add value to the field.

Some business innovations involve nothing more than simple logic and answers to seemingly obvious questions. Recently, Aflac was the recipient of an Info100 Award for its innovation in customer service:  they created an application that pulls up a policy holder’s history, activity and benefits on a single screen, as opposed to spreading the info across several separate applications. As simplistic as this sounds, this advancement has saved the company time and strengthened its customer relationships. Innovation simply requires the ability to ask good questions and then seek out an answer that increases the value of your company.

Some of the most successful innovations in companies are discovered by people who continually ask questions in every area of their lives. You would be surprised by the sheer amount of positive change that can be uncovered after you open your eyes to change. But be warned, as things may not always go smoothly or easily. Aside from the obvious risk of failure, sometimes certain departments of your company may suddenly become obsolete, which could result in disgruntled employees and awkward holiday parties.  Others will simply prefer to play devil’s advocate to every idea. As an innovator however, you will need to remain passionate to carry your ideas through the resistance.

So what’s next? Where can you begin? I’ll leave you this week with some basic questions you can begin to ask now in regard to the marketing of your company:

• Who are we selling to?

• Who isn’t currently buying our product?

• Are we using the right advertising platforms to reach this untapped potential?

• Are we paying to be heard in outdated or over-saturated venues?

• Are the customers coming to us or vice versa? (Free Buzz Term: In-Bound Marketing)

Missy will be back soon to tackle the specifics of bringing innovation to your marketing strategies. But until then, try annoying your family and friends by questioning everything about everything. People love that. Just remember to listen to their answers and you’ll be a hit at your next holiday party.