Ever get into a rut with what to write? Just not able to break out of that old way of thinking? It doesn’t have to be hard, just think of it as working a process to be creative and this presentation does a great job of breaking it down for you.
As marketers one of the best things we can do is step back from what we are doing and try and look at things through a different lens and this slide deck provides a way for us to do that.
BusinessWeek recently announced the Top 25 Innovators for 2010 in a slideshow on their website and it’s interesting which companies bubbled to the top and which companies didn’t/never do in these types of surveys. The Top 25 is part of a broader unit of work which looks at the Top 50 innovators globally.
The survey of “global senior executives” is an annual activity which is done in partnership with Boston Consulting Group and has been tracked since 2005. The methodology purposefully did not define innovation, which in and of itself is difficult to define. After reviewing the results, looking at the content provided as proof-points in BusinessWeek’s online summary of the returns, it looks like brand spend had a significant influence on the list, since nearly every company in the Top 25 is also a Top 100 spender in media.
So while we as marketers are always looking for the ROI of brand investment, it definitely appears that the ROI for these companies is realized when people recall their brands in these types of surveys over competitors.
Very often as product managers we have the need to get creative. We need to find ways to position into our differentiation and develop/edit/approve content which our buyers and customers will read, so it’s not all persona’s, powerpoint and math. Since we spend so much time dealing with facts, evidence from the market and other types of less creative activities in the business, we are often at a loss when trying to find out new and creative ways to look at our products, our markets and our buyers. Perhaps the biggest challenge is that we don’t know how to let ourselves be creative at times.
Betsy Streeter provides a recommendation on how to let out your creative monster in 2 easy steps.