Written par in In his book “Innovation2”, published in April 2026, Paul-François Fournier, Chief Innovation Officer at Bpifrance, recommends that large corporations allocate 20% of their R&D budgets to start-ups through partnerships, acquisitions, and equity investments. The rationale is that start-ups now account for more than 20% of R&D in France, twice as much as […]
How to cure the Not Invented Here Syndrome? Read Post »
Understanding your customers and providing them with ongoing attention is the backbone of operational excellence. Yet customers themselves are embedded into an environment in flux. That is why it is paramount to take a step back and seek to adopt a broader perspective, spanning the entire global market value chain. Only this holistic view enables
To become a leader, analyse the market’s value chain Read Post »
Many start-ups, small or medium-sized companies are eager to grow through innovation. When uncertainty is high, for example about market demand for an innovative product or which market adoption lever is best, market research is a must-have. But the resources and skills required are often limited or non-existent. A well-conducted innovation market study should help
Innovation market study: How to make of it an experience that gives you strength? Read Post »
Written par in Fear marketing emphasises the risks to which the prospect is exposed in order to take advantage of them for commercial purposes. It is used at every stage of the sales process: In these anxious times, when threats abound, is fear marketing still relevant in B2B marketing? What are the advantages and limitations?
Fear marketing: Time to move to a more virtuous sales approach Read Post »
As the founder of a Deeptech start-up, or the head of a technological innovation project, at a family gathering or a cocktail party, you sometimes tell about your professional activity. Haven’t you noticed the variety of reactions: curiosity, enthusiasm, admiration, or incomprehension, disinterest, scepticism. You will face likewise a diversity of attitudes when you launch
Deeptech: Will your scientific & technical selling points be enough to succeed? Read Post »
Your company is setting out to conquer a new B2B market with an innovative offering. Your strategy should be to acquire a significant position as soon as possible in a selected use case, a carefully defined “vertical” that may be geographically extended. It’s like cutting a slice of cheese with a knife: the sharper the
To conquer a new market, prefer the knife to the fork! Read Post »
Everyone working in an industrial company has observed that lean management experts and marketing teams evolve in different worlds and collaborate little. We do not accept the paradigm behind this taken-for-granted evidence, in the name of the fact that these two disciplines share the same goal: to concretely improve the value provided by the company
Knock down the wall between lean management and marketing! Read Post »