Brand Innovation - Branding Strategy Insider

Three Disciplines For Achieving Disruptive Innovation

September 7, 202214864 min

About twenty-five years ago, Harvard Business School Professor Clayton Christensen coined the term “disruptive innovation.” I worked with Clay for many years building his consulting practice, and I can tell you that he had no idea the concept would take off as it did. Nor did he suspect that interpretations of the concept would become so mangled. It was one of his regrets that he didn’t call disruptive innovation by a more precise name that...

by Steve Wunker

Brand Innovation

The Primary Driver Of Customer-Centric Innovation

August 4, 202219594 min

Jobs to be Done is a way to understand why customers behave the way they do. It lays the groundwork for on-target innovation by digging deep to uncover what people are really seeking in a purchase occasion and what vectors exist for new ways to perform. Done right, this approach is both expansive and precise, uncovering a landscape of opportunity and exactly what must be done to meet customer needs. It is used across many...

by Steve Wunker

Brand Innovation

4 Ways To Get Revolutionary Ideas Adopted

June 13, 202225493 min

It is wonderful to break technological and business model rules, but businesses trying to deviate from well-established patterns of market adoption usually end up much bloodied and poorer for the effort.

by Andrea Small

Brand Innovation

Why Focus And Unfocus Are Vital For Creativity

April 21, 202238277 min

Ambiguity can be at odds with many design approaches and with creative work in general. But ambiguity can actually help you get the most from any creative process if you know how to navigate it. Part of that navigation includes knowing when to focus and when to unfocus. For example, when your creative work requires making multiple decisions in a short period of time, focus is imperative. When you’ve been staring a screen too long,...

by David Stewart

Brand Innovation

Fostering Creativity And Innovation For Competitive Advantage

April 19, 202234794 min

A senior manager in a Silicon Valley high technology firm surprised the members of his management team with the observation that they did not have enough market failures. Why would any executive want more market failures? The answer is found not so much in a desire to waste resources on bad ideas but on what market failures indicate about the creativity and innovativeness of a firm.

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