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Brand Innovation

3 Ways To Make Trend Insights Actionable

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3 Ways To Maximize Trend Insights

Not that long ago, it would have seemed strange for companies to send their employees into consumers’ homes to observe how they used products and tackled challenges.  Now, corporate anthropologists and ethnographers – researchers trained to observe people and cultures – are fairly common, especially among consumer goods companies. The same companies that once led the way in popularizing ethnographic research – customer-centric leaders such as P&G, Intel, Ford, and General Motors – are now bringing corporate futurists into the mainstream. Futurists are individuals whose job is to observe and predict. They research trends, talk to people with different backgrounds and study how things are changing. They look well beyond their own industries to understand how economic, social and technological forces will shape consumer demand and impact their businesses.

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Brand Innovation

Innovation Strategy For Low-Cost Businesses

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Innovation Strategy For Low-Cost Businesses

All companies and entrepreneurs aspire to be innovative and responsive to customer needs. But how do you balance the seemingly endless customer wish list with the very real effects that those “extras” have on your bottom line?

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Business Strategy

Five Steps For Growth Into Adjacent Markets

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Five Steps To Growth Into Adjacent Markets

Growing into adjacent markets is a powerful approach for tapping new revenues, rejuvenating businesses, and creating defenses against competitive upstarts. From Netflix’s entry into streaming and then content production, to Fujifilm’s transformation from Kodak rival into a $20 billion medical imaging powerhouse, to Ingersoll-Rand’s growth from air compressor maker to power tool manufacturer, the playbook for attacking adjacent markets has powered business successes in both high-growth and mature industries. However, it is also fraught with pitfalls. How to avoid them and follow the path of the winners?

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Customer Experience

Customer Experience Strategy In Times Of Crisis

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Customer Experience Strategy In Times Of Crisis

If the customer experience for your company hasn’t changed in the past year, you are unusual. In industry after industry, from consumer goods to B2B technology, the distancing, fear, and economic turbulence caused by the coronavirus are affecting the sales process, customer selection criteria, the way products and services are consumed, and even what customer service means. Designing experiences for the coronavirus world is a fundamentally different proposition than what people responsible for CX were doing just 13 months ago.

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Business Strategy

The Unsung Heroes Of Business Strategy

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The Unsung Heroes Of Business Strategy

We are trained to be solution-finders. In school, we are given questions and graded on the quality of our solutions. As we develop in our careers, management examines the solutions that we propose, not the questions that we have asked. For annual reviews, “performance” is usually defined as creating and implementing solutions rather than finding the best problems to tackle. We become wonderfully efficient at solving problems, even if they are the wrong ones to solve. Few kudos come from asking the right question.

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