What decisions can managers take to increase their probability of successfully building innovation-driven growth businesses? Many are convinced that it is impossible to predict with confidence whether an innovation will succeed, so they feel they need to place a number of bets with the hope that some will be winners. Others believe that the best way to create new growth businesses is to meticulously search for detailed quantitative data to identify opportunities and develop a rigorous plan to attack those opportunities. But many times conclusive data is only available after the game has already been won. Professor Christensen has another way. He suggests using theory. Every action a manager takes, every plan a manager makes is based on some belief of cause and effect.
Tagged with “business” (2)
In an era of fast-moving markets and leap-frogging innovators, companies can no longer merely “unlock” wealth. Today they have to actively “create” wealth, or end up in the fossil layers of business history. As a result, brand-builders have a once-in-a-lifetime opportunity to play a key role in the next management revolution—the rise of the designful company.
In his session, Marty will explain why design thinking—in its broadest sense—will become the new best practice, and how you can leverage your unique position as a brand-builder to transform the way business does business in the 21st century.
Marty Neumeier began his career as a designer, but soon added writing and strategy to his repertoire, working variously as a designer, copywriter, journalist, magazine publisher and brand consultant. Having developed brand identities for companies such as Apple, Adobe, Kodak and Hewlett-Packard. He has also authored three bestselling books (‘The Brand Gap, ‘Zag’ and ‘The Designful Company’) which discuss how organisations can bridge the gap between business strategy and customer experience.