Innovation is costly and ineffective if a brand has NO clear understanding as to WHY to do it.
There is so much information on- and offline about innovation that it is hard for brands to know where to begin. The innovation process is important but the very first question to answer is WHY to innovate.
So, do we know WHY we are innovating?
When the innovation challenge is not clear a pre-scoping session with an expert can bring clarity. Together we examine the ‘situation to be improved’ looking at the whole commercial chain of ‘go to market’ and stakeholders involved.
Think of all touch points
The product is only one opportunity for innovation. Often overlooked related aspects are concept, positioning, marketing and point of sale and additional services.
The pre-scoping session allows brands to understand that in many cases they are solely thinking about the brand as a product, instead of as a sequence of actions and manifestations.
Articulating the WHY to innovate
An analysis of the problem encompassing different touch points and stakeholders involved with a brand supports a better diagnosis about the WHY, and moreover defines the innovation question to address.
Remember innovation is about improving a current product/brand situation, therefore take the time to carefully and thoroughly define your WHY before jumping into an innovation process.
Would love to hear your questions or thoughts about this posting.