I have asked Costas Papaikonomou (CP), founding partner of innovation powerhouse Happen, to discuss with me (FP) the theme here below. The purpose is to spark useful conversations about the evolution of the Marketing and Brand job.
In an inspiring conversation with Terese Alstin, co-founder of Hövding, the invisible helmet company, Cesar Malacon highlights the innovator’s ability to remain naïve when developing new products and introduces a contemplative approach to find consumers’ real needs.
Innovation is successful when it targets customers’ needs, but how sure can we be that this is something we can predict effectively? In this article Tony Ulwick argues that the traditional voice of the customer methodology is the wrong tool to determine customer needs. Tony presents an alternative methodology that makes it possible to determine all the needs of a given customer group.
Between now and 2020, Chinese consumers will become the main driver of China’s economy, and probably also the global economy. The opportunities are enormous, worth billions of dollars as per capita incomes treble, and disposable income tops $10 billion per year. Meeting Chinese consumers’ needs is perhaps one of the greatest opportunities ever; it is also one of the greatest challenges, if we are not to deplete the planet disastrously; nor create debt fuelled bubbles, or high inflation.