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Qualitative Research
June 17, 2013
At the IIeX in Philadelphia, Charles Trevail, CEO of Promise Communities shared five ways to break through to true innovation.
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By Jeffrey Henning
Charles Trevail, CEO of Promise Communities, discussed inspiring the future at the GreenBook Insight Innovation Exchange in Philadelphia. “The old view was that as long as we had a genius as CEO, we would be led into the future.” Think Bill Gates, Steve Jobs, Mark Zuckerberg, Warren Buffet. “But 95% of organizations don’t have that kind of CEO, so we need to do innovation differently.”
When there is more choice than ever for consumers, more fast followers among suppliers, consumers are in charge and more and more demanding. “They want to be engaged in the way they want be engaged. They can buy whatever they want, wherever they want, whenever they want.” Industries are shifting from the manufacturer being in charge to the consumer being in charge.
Given these conditions, “Most of us are looking to answer the question, ‘How can you build temporary monopolies?'”
“When 90% of the world’s data will be created in the next two 2 years [according to Gartner], we are progressively becoming more ignorant.” And one area where organizations are almost willfully ignorant is about creating value for customers. “We know an awful lot about our products, what people think about our products, what our finances are, but we don’t know enough about creating value in customer’s lives.”
“When it comes to customers, feelings are facts. Executives don’t like dealing with messy feelings but to consumers feelings are facts. We make nearly all the decisions in our lives based on feelings. Human beings are based on emotion … how do we understand people’s motivation and feelings when there is no time to think? When you stop talking about yourself and start listening really hard to what consumers are looking for, that is when breakthroughs happens.”
Charles shared five ways to break through to true innovation:
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The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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