When the creative minds of Europe unite, there’s bound to be magic in the air. Especially when Guy Kawasaki, Frans Johansson, Austin Kleon and many more impressive speakers are sharing their innovation stories. Find out in my thoughts below how each of them is dealing with the ‘innovation paradox’. Innovation paradox? Yes, we are encouraged to think BIG in innovation; to jump to the next curve and come up with radical and breakthrough new products and services. On the other hand, we can agree that all ideas are combinations of existing ideas. So how to be disruptive when uniqueness in itself can be questioned?
On Thursday October 30, MRS organized a one-day conference titled Customers Exposed. I have to confess that I did not fully know what to expect, based on the event’s title. Yet after ten interesting speakers having taken the stage, I can happily say that I do get it now! I get it, but I have to agree with the conclusion at the speakers’ debate: I think a better cluster term for these ten inspiring talks would be obtained by turning it around, naming it ‘Brands Exposed’. All sessions, each very diverse in nature, talked about the changing consumer and how marketers and brands need to uncover their true self to connect with them. These are my 3 take-aways of the day!
Do you know any organization which thinks customer-orientation is not important? Just about every company goes the extra mile to listen to its customers, to study market trends and to adapt its services to the client’s wishes. But all those efforts do not (always) seem to lead to positive results. The famous 20/80 Pareto rule – 20% of your clients ensures 80% of your turnover – has rather turned into a 40/60 rule, which indicates that customer loyalty is under pressure. Between 1965 and 2011 the average return on company investments decreased from 6.2% to 1.3%, suggesting that the ‘return on customer’ is decreasing.