Innovation is the new currency of surviving?

Why nobody can overtake a pioneer and innovator company even they try to copy it?

Those who innovate doesn’t get the opportunity of being a Pioneer and conquer the market by chance. This is not a one-time occasion whereupon folowers and copier competitors can take the lead of the market any time by their bigger and cheaper manufacturing and marketing capacity.

Innovation is culture

Innovation becomes part of the corporate culture so they repeat that huge amount of innovation by every new product cycle. They create again and again a brand new cathegory of experiences generation by generation of their products. Therefore it becomes impossible to catch up an Innovator. Apple has grown to be the most valuable company of the planet (in less than 30 years from its establishment) thanks to this innovator culture and not because of its manufacturing capacity or the amount of their commercials. Capacity follows Innovation and not inversely!

In addition innovation causes Addiction. People are addicted to Great Products: those are the ones that provide brand new experiences and make our life more exciting. As humans we are programmed to constantly seek after experiencing new realities. Therefore people will always queue the line where new experiences are offered – and they will always prefer to spend there their money either – and as a pioneer you will be always the only or the best solution for them. When people are addicted to a brand, a company or a product that means they will choose to buy from them next time, second time and the third time too… This creates a way more predictable revenue to the company itself.

So from an entreprenurial perspective a company doesn’t have to implement Innovation into his product development only because of the „push-the-human-race-forward” idea but this is also a question of constant, predictable cash-flow and business growth.

However, innovation is not a privilige of large companies. As I wrote before, it doesn’t depend on capacity! It’s not just an attitude either but a business strategy that can have even small and mid-sized companies too.

In fact, these years more and more companies recognize this and make changes in their processes. This will radically change the way how companies compete each other: the amount and tempo of innovation will be the new currency of surviving…

Alberto Vasquez,
CEO and Chief Designer
of IgenDesign

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