Figuring out how to win in established markets can be difficult enough. As innovative companies begin to compete asymmetrically—by winning along previously unconsidered dimensions of performance—the very definition of a win can change, making the task that much harder.
The customer is always right. Especially when it comes to innovation. Whether they know it or not, customers have the answers for where the next big breakthrough will be.
For brands to succeed today, they need a “champion” at the top. Someone who leads the charge, casts the vision, and sets the standards; but is careful not to over shadow the brand itself or steal the spotlight. The champion must remain in service to the brand.
I still think it’s interesting that we live in this whole networked age where we can speak to anyone we want across a multitude of platforms.
An agency creative director once shared with me the three essentials for a good concept:
