How to kill innovation, for those aspiring to decline | MSIX video
Instead of the usual ‘how to innovate’ talk, Inventium founder Dr Amantha Imber decides to look at things from an alternative perspective in this session from November’s marketing science conference, MSIX.
Dr Amantha Imber, founder of Inventium, begins the session by asking the audience: “Who’s aspiring to decline in the next few years?”
In order to kill innovation, Imber says, the first thing you need to do is put a call out to your entire company for ‘ideas’.
The innovation team “will discover ideas from staff which say things like ‘let’s put three-ply toilet paper in the bathrooms rather than two-ply toilet paper, or let’s fire my manager'”, she says.
Instead of trying to think of solutions to a problem that doesn’t necessarily exist, brands should instead be asking their customers what really gets them riled up.
