7 Steps for Innovation

Consumer insights on innovation

Thanks to Carmen Gallo, columnist for BusinessWeek.com publishing “Innovate the Steve Jobs Way: 7 Insanely Different Principles for Breakthrough Success” on SlideShare (http://slidesha.re/iLATab).

Mr. Gallo wrote the book, The Innovation Secrets of Steve Jobs, in which he shares the seven principles that are largely responsible for his breakthrough success.  Principles that have guided Jobs throughout his career.

  1. Do what you love.  Luckily I’m doing it.  I love integrated marketing and all that entails as the media and consumer evolves.  I’m fortunate I figured that out while taking “The Philosophy of Voting Behavior” in college and then pursuing a curriculum in marketing.
  2. Put a dent in the universe.  This entails a compelling vision that is easily articulated and remembered.  Jobs’ vision was to “put a computer in the hands of everyday people.”  Mr. Gallo believes this vision was intoxicating for four reasons: 1) it was bold; 2) it was specific; 3) it was concise; and, 4) it was consistently communicated.  Too many vision statements lack any of these four characteristics.
  3. Kick start your brain.  Breakthrough innovation requires creativity and creativity requires you to think differently about the way you think  — hence the Apple campaign “Think Different” in 1997.  Seek out diverse experiences.  Look outside your industry for inspiration.  Bombard the brain with new experiences.  Remove the shackles of past experiences.
  4. Sell dreams, not products.  Is this the same as “sell the sizzle, not the steak?”  I agree that most customers are not able to tell you what they want in a new product.  They have more trouble thinking “outside the box” than marketers, engineers, research and development.  Nonetheless, you need to know your customers’ needs and wants.  I believe you get this by having in-depth conversations in which you are able to uncover their emotional link to a brand to which they are loyal.
  5. Say no to 1,000 things.  Focus.  Your customers want simplicity and simplicity requires you to eliminate anything that clutters the user experience.  That reminds me of the Einstein quote, “make it as simple as it can be but not simpler – that’s when you get unintended consequences.”
  6. Create insanely great experiences.  I like that Steve Jobs studied The Four Seasons prior to opening Apple Stores and that the focus of the store is “enriching lives.”  This is consistent with Zappos being in the customer service business.
  7. Master the message.  Steve Jobs is considered a great corporate storyteller because his presentations inform, educate and entertain.  Avoid bullet points and think visually about how to bring a story to life.

What do you do to “think different(ly)?”

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About Chipotle for Life

An integrated marketing professional who generates insights from analytics to increase revenue. My blog for marketing now resides at www.insightsfromanalytics.com/blog. After getting requests from a number of people about my eating and exercise routine, I've decided to begin sharing about my healthy obsession with Chipotle and exercise.
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