The International Writers Magazine: Futures in a world of abundance
Don't blame others, just search for
You might have the
best team with the best of innovation, but there are these overly diluted
markets out there, glutted with look-alike brands and identical services.
The challenge is to fine-tune a marketing process that will not only
re-energize the production but produce a shaper edge in design, quality
and value, and build a unique iconic identity.
Recently, we came out of the age of curiosity, entered the age of scarcity
and are now sinking in the age of abundance. Everything is here.Today,
all over the world, millions of identical companies are producing millions
of identical products and services, and they are pushing identical prices
on identical delivery platforms. On top of that, they have identical
management and identical corporate behavior all the way from the boardrooms
to the cubicles.
Furthermore, there are identical brands, identical names and identical
business and identities. If you've seen one, you've seen them all. There
seems to be a serious lack of originality, substance, courage and leadership.
Is this age of abundance going to drown us?
Why We Ended Up Here
Compulsory and forced innovation has limits; there are only so many
ways to re-design a car. Moving ashtrays and coffee mug holders every
two years is not a new model of a car. Levitation is. A computer in
its current hardware shape is completely outdated. So are thousands
of other things.Our current culture is responsible for this lack of
original and creative innovation. Office cubicles have taken away the
power of innovation as masses have been conditioned to rigid conformity,
visible isolation, linear formations and assembly-line mentality. Copying
has been awarded as a safe play.
Bring down the wall. Like the Berlin Wall, bring down the cubicle and
run around like the Incredible Hulk. Ask your teams to create at least
one new idea every day. Discuss it with some serious effort. If not
immediately applicable, then file it away for future reference. Ask
and ask again and again: Why are your products and services SO similar
to your competitors, including the colors, prices and the brand names.
Only if asked with persistence and honesty will it create and open doors
to innovation. Don't blame others, just search for innovation.
Find the ropes. Like Spiderman, avoid the elevators and scale the headquarters.
Jump and bypass your immediate bosses, as often they are the ones directly
responsible for playing it safe by adopting simple rules and for following
others with identical goods and services. Go to the top; it is easy,
all you need are ropes and good swings. Innovation is the bond and the
glue between new products and customers. Good ideas will easily rope
in the management. Next time, ask before pushing the elevator button:
Is this the only way to go to the top?
Fly over the globe. By air or at least via the Web, circumnavigate the
globe -- not merely once a year but, rather, daily or even hourly. There
is a wild, wild world out there. The ideas and opportunities are endless.
Global research is critical today. To stay ahead, lead your teams to
sharper innovation. This can be achieved by observing global trends
and market shifts. Put your suits away; try a robe for a change.
In conclusion, you might have the best team with the best of innovation,
but there are these overly diluted markets out there, glutted with look-alike
brands and identical services. The challenge is to fine-tune a marketing
process that will not only re-energize the production but produce a
shaper edge in brand design, image quality and value, and build a unique
iconic corporate identity. When there are too many identical business
journals, it seems comic books, after all, are nothing to laugh at.
© Naseem Javed - June 2005
author of Naming for Power and Domain Wars, is recognized as a world
authority on Global Name Identities and Domain Issues. He introduced
The Laws of Corporate Naming in the 80's and also founded ABC Namebank,
a consultancy established in New York and Toronto a quarter century
ago. Naseem also conducts executive workshops and conferences on global
image and name identities issues www.azna.com/ceo.htm
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