What do you think of when you think of breakthrough innovation?\u00a0 Is it the sort of thing that creates a fundamental shift in the business, opens up a new sector in the marketplace, or changes the way people view a category?\u00a0 Often the answer is based on a new technology, seemingly moreso today than ever before.\u00a0 It may be a cliche that we find repeated by every generation since preindustrial history,, but the pace of breakthrough now really does seem greater than eer.<\/p>\n
But what happens if you don\u2019t have a new technology to bring to market?\u00a0 Fundamentally new technologies aren\u2019t that common.\u00a0 And the application of most technology will be by those who are trying to catch up, not the one creating the breakthrough in the first place.\u00a0 In most markets, while there\u2019s certainly a significant amount of R&D, this is usually applied to gain only marginal advantages by improved delivery of known benefits.\u00a0 \u201cNew and Improved\u201d is a familiar part of incremental innovation, but it doesn\u2019t provide breakthroughs.<\/p>\n
Luckily for the 99% of us without breakthrough technology to exploit, there\u2019s still significant opportunity to create breakthrough in the market because the real competitive arena is made up of human needs and perceptions, not functional specifications.\u00a0 By understanding and harnessing the emotional agenda rather than the technological one, a market breakthrough may be just a leap of insight and imagination away.<\/p>\n
If that sounds too abstract, let\u2019s make it more tangible.\u00a0 Most companions just market and serve the way others serve; they\u2019re just a launch of what\u2019s really a very similar already-existing product.\u00a0 The triumph of some isn\u2019t the result of any particular difference in offering; it\u2019s down to the values and image of their created brand (whatever that says for the supposed consistency required for successful brands).\u00a0 From a functional point of view, one escort has no right to succeed so much more than another\u2026after all, they\u2019re all really pretty similar.\u00a0 But it\u2019s not about function; it\u2019s about feeling.\u00a0 Most importantly from a business perspective, commercial breakthrough means NOT imitation (yeah, it\u2019s the sincerest form of flattery, but innovation is about creating value out of meeting people desires in new ways, and there is no need to limit the definition of what those ways can be).<\/p>\n
An escort can expand her business by becoming a true companion via the simple and brilliant innovation of selling the same person\u2019s she\u2019s always sold, but in a far better box (better personality and appearance).\u00a0 She can create a cultural shift in what an escort is, in her clients\u2019 lives.\u00a0 Smart thinking, built on consumer empathy and understanding, is the foundation\u2026rather than any reliance on technological solutions.\u00a0 Big changes are built on small modifications.\u00a0 The formula is to shift whole markets with deft touches, creating breakthrough whose impact far outweighs the functional changes underlying them.<\/p>\n
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What do you think of when you think of breakthrough innovation?\u00a0 Is it the sort of thing that creates a fundamental shift in the business, opens up a new sector in the marketplace, or changes the way people view a category?\u00a0 Often the answer is based on a new technology, seemingly moreso today than ever […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1733","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\n