Within a large company, an innovation project has just been launched. Within a start-up, the co-founders join forces to convert R&D results into a solution for the market. Should sales force be involved? The answer is ‘yes, of course’ in start-ups. It tends to be ‘no’ in big companies. This contrast raises questions about the […]
How can salesforce help innovation projects? 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 »
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 »
As an industrial marketing practitioner in several markets, I have repeatedly investigated the reasons for the superior competitiveness of German manufacturers compared to their French competitors. One of the frequent causes has been the greater modularity of German product ranges. This article describes what a modular product range is, its advantages, and offers several explanations
Why do German manufacturers offer more often modular solutions? Read Post »
The driving role of emotions in B2B marketing is a fact established by research and experts. In a context where Marketing and Sales automation powered by digitalisation and AI agents is set to play a growing role in B2B markets, what if you chose to make emotion a lever for business performance? To convince you,
BtoB Marketing: Arouse great emotions in your customers! Read Post »
Intangible assets account for 48% of the value of listed European companies. They include three key elements: Intellectual property, the company’s reputation, and its trademarks. All are long-term assets: a brand or reputation is built up over many years. A patent can be exploited for twenty years. Are they managed in a coordinated way? Generally
Your brand equity is a key card to innovate! Read Post »
Innovation competitions and calls for innovation projects have proliferated since the beginning of the 21st century. They allow the most innovative proposals to be selected and funded within a limited timeframe. While they offer significant efficiency benefits to the organisers, they are often disconnected from the heart of the company operations and from the real-life
Launch your own Customer Problem Beauty Contest! Read Post »
Before launching your innovation on a BtoB market, you ask yourself what the fine line is between the ambition to transform it, and the clear-sightedness to take it as it is. You pay heed to what start-ups, consultants and innovation experts say about the power of creativity, the need to change the rules of the
BtoB innovation: disrupt, or fit the mould? Read Post »
The decision to stop an innovation project is an uncomfortable one. What is at stake goes beyond the rationale for the decision and the consequences for project team members. And, if it is a major project, it may impact the company’s history. This decision is much more than a one-off judgement developed by management. It
Stopping an innovation project is still innovation! Read Post »
Nothing is simpler than pressing a push-button, or activating a manual control. Does this elementary and barely conscious act deserve the attention of innovators? Why not relegate these objects to the vintage catalogue of 20th century technologies, when each of us carries a touch screen in the pocket? When the metaverse industry is preparing a
Even push-button manufacturers will never stop innovating ! Read Post »
A difficult decision Our era of crises, disruptions and daunting challenges brings companies back to essential questions. Addressing them in earnest requires time. Building a product roadmap allows to answer to one of them: “What will we offer tomorrow and the day after tomorrow?”. It encompasses a vision of the major trends at work in
Should I embark on a product roadmap? Read Post »
Communication is an integral part of the innovation process. Those of us who have worked with both R&D and communication teams may be surprised by this assertion. The profile of communication teams is obviously different from that of R&D teams. Communication teams are usually involved well after the development and testing phases of R&D. A
No Innovation without Communication! Read Post »
With order intake below expectations, the market launch of the innovation has been disappointing. The oncoming review meeting with senior management will be difficult. Yes, it will be necessary to admit that repeated weak signals had hinted at difficulties. Yes, some decisions should have been better prepared, some assumptions should have been requestioned from the
Getting my innovation adopted by the market:What is the winning strategy? Read Post »