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Brand Innovation

When thinking about product and brand innovation – what seems to elude many executive leaders is that people do not buy products, they buy into meanings.

Brand Innovation

Why True Customer Motivations Are Often Missed

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Why True Customer Motivations Are Often Missed

In 1997, Harvard Business School Professor Clayton Christensen published his first seminal work, The Innovator’s Dilemma, which laid out a concept he termed “Disruptive Innovation.” It took a few years for the book to catch on, but eventually its tightly-reasoned, well-evidenced and counter-intuitive approach found deep resonance with innovators worldwide.

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Brand Innovation

5 Keys To Innovating A Future Of Value

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5 Keys To Innovating A Future Of Value

We are all innovators now.

Covid-19 demanded new behaviors if companies were to survive. Speed, ongoing adaptation, and multi-dimensional innovation became necessities overnight. And it worked! Amid all its hardships, 2020 witnessed perhaps the fastest pace of innovation the world has ever seen – from new business models to new forms of customer interaction, and a great deal more.

What’s changed? Here are five key principles from the pandemic that you can embrace to sustain and keep building up your innovation strengths:

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Brand Innovation

Unlocking The Drivers Of Consumer Behavior

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Unlocking The Drivers Of Consumer Behavior

All over the world, people go about their days getting things done. Much of what they do is aimed at satisfying a collection of short and long-term objectives that they see as being related to their well-being. The many decisions that they make throughout the day—which toothpaste to use, whether to drink coffee or tea, what product to buy for their company—are all part of satisfying these objectives, as each person defines them.

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Brand Innovation

Strategic Thinking Is Convergent And Divergent

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Strategic Thinking Is Convergent And Divergent

Can you be both logical and creative when looking at how to solve a problem? I think yes. In fact, I say it is critical to the role of a strategist in a marketing agency.

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Brand Innovation

Using Jobs To Be Done For Market Segmentation

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Using Jobs To Be Done For Market Segmentation

Jobs to be Done is a hot concept. Companies as wide ranging as twitter, Nestlé, Clorox, and Cisco have been using the theory to double down on customer-centricity. Given that I co-authored one of leading books on the topic, this development is good news. However, I’m dismayed to see how people struggle with using the framework for market segmentation. They tend to over-simplistically bifurcate markets, define segments around jobs that are actually universally important, or frame the analysis from the wrong starting places (e.g., what people are buying today). There is a much better way.

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