jerryking + marketing + ux   1

Wanted: a new approach to inventiveness
Jul 27, 2010 | FT | Ranjay Gulati. Redefining innovation
entails breaking out of engineer-led obsessions with the technical
product details and thinking closely about the customer experience: not
just how well the product functions but also ancillary enhancements that
improve that experience, including packaging, delivery, post-sale
service or mktg. Examples: (1) Packaging vegetables in a single bag
requires limited technical innovation but solves an everyday problem for
busy people who want their families to eat healthy food. Bagged salads
have become a $ billion industry. (2) Similarly, Target, the retailer,
broke no new high-tech ground when it offered its own-brand crisps in
resealable bags - the idea is decades-old but Target successfully
addressed a nagging problem (keeping crisps fresh). Redefining
innovation requires involving more voices in the innovation process,
including fns. such as customer svce., mktg. and sales, that may have
played a limited role in the past.
ProQuest  innovation  HBS  customer_experience  UX  vegetables  Target  marketing  sales  problem_solving 
september 2010 by jerryking

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