"CREATIVITY is thinking up new things. INNOVATION is doing new things."
-- Theodore Levitt, professor at Harvard Business School

Is Your Marketing Innovative or Just Creative?

Innovation. What comes to mind when you first think of innovation? Steve Jobs and the iPhone? The toaster? Perhaps the chair you’re sitting on was at one time a great innovation. Perhaps the first thing that came to mind is that innovation is ‘hard work’ and reserved for ‘other companies’. It’s really not and it’s meant for you… Read on!

Innovation in the realm of marketing happens every single day. Like a new TV commercial that does something you’ve not seen before. Or a new loyalty program that includes a twist on an old theme. Or perhaps some adaptation of social media tool in a market where there’s little social media activity.

Innovation creates progress and progress is what advances your marketing and your company. If you believe what Levitt stated in the quote above, innovation is simply doing new things.

Being an innovator is a mindset and a perspective that you bring to your organization. Creating ideas is easy. Anyone can do that. A real innovator is the one who implements new ideas within your organization. Remember, the idea that you implement doesn’t have to be new to the world, rather, it simply need be new to your organization. Remember, the innovation is in the application and implementation!

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Q&A | QUESTIONS & ACTIONS

Ask Why?
Observe.
Ask your customers.
Break your routines.

There are scores of books on innovation and at the end of the day, the best innovators ask more questions, observe challenges and pay attention to what their customers want. Real, daily marketing innovation is within reach.

Where else to look?

The Moxie is changing the tail end of the newsletter from a section on “Planning Ahead?” to a section on “Where Else to Look?” So much of our work involves research and reading from a variety of different resources and if there are additional resources that went into each week’s theme, we’ll share them with you here.

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