Shifting Budgets from Advertising to Innovation

Shifting Budgets from Advertising to Innovation

Innovation can be challenging because new technologies can be interesting, but don't always solve society's problems. Overhyped technologies, such as Virtual Reality (VR) and autonomous vehicles, have received huge marketing budgets but do not yet meet the needs of the majority. Even though VR has real applications in niche industries, it has yet to fill a significant societal need. Innovation must begin by identifying customer needs and expectations, then creating a solution that provides value, not just technology.

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More Innovation Resources:

Making what life needs next

Six shifts in innovation management can help companies create impactful solutions that keep up with the ever-changing market demands.

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Back to Basics: Elements in the Product Story

Be clear with your product marketing by understanding Value Proposition, Benefits, and Features.

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How to Design a Growth Incubator

Large organizations struggle to create new ventures due to internal orthodoxies and reliance on outdated methodologies. The solution lies in creating a customer-driven and repeatable methodology through corporate incubators.

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