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  • Unaided ad awareness for podcasts was an impressive 68% on average (compared with industry benchmarks of 21% for streaming video and 10% for television) source ›
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  • 25% of cellular phone users with mobile internet access now use their devices to buy goods and services online with a credit card source ›
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APR 11

It's All About Experience

Companies that try to create holistic experiences by emotionally engaging their consumers are flourishing

BusinessWeek, April 11, 2008 — Advances in manufacturing technology and the global reach of the Internet have leveled the playing field in the product marketplace. It wasn't long ago that time-to-market was two years, then 18 months, and then 12 months. Now, a competitor can knock off your "innovation" in six months or less. Many businesses understand that being "new" or "different" is no longer a differentiator. Countless companies are elbowing their way to the top with designs that are also "feature-rich" or "patent pending." Innovation in product design has lost its meaning and, therefore, its value.

There is still one frontier that remains wide open: experience innovation. This is the only type of business innovation that is not imitable, nor can it be commoditized, because it is born from the specific needs and desires of your customers and is a unique expression of your company's DNA.

Categories: Innovation, Customer Experience
Tags: ferrari, Nua, Starbucks, Innovation Strategy

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