Value Creation

Just recently, Canada became the second country in the world to legalize marijuana.

When Nielsen analyzed over 3,400 new consumer product introductions launched in the U.S. market in 2012, it found just 14 managed to generate at least $50 million in sales in their first year and sustain that momentum into their second. Out of some 17,000 new products launched since 2008, just 62 of them have had that kind of success.

Every brand manager would like to believe that the world will love their brand. Given how much time, energy and experience they pour into trying to make that happen, that seems like a reasonable hope. But, as Douglas Van Praet observes in a recent Fast Company article, consumers are far from inclined to feel that way. “The human truth is no one wants to connect emotionally to your brand … People want to be [led] to a better life not bond with companies.”

Economics is about deciding what’s valuable.

After the re-set in the global economy, people everywhere are re-evaluating and sorting out what is valuable in their lives and what is not.

The source code of value creation BEGINS with formless creative thought not data. Formless thought in the creative mind is where crazy ideas come from. Crazy ideas have changed the world many times over. Knowing this, it’s surprising many marketers still don’t trust the crazy idea when it shows up.