Will A New Breed Of Innovation Companies Eventually Settle Into The Realm Of New Product/Service Innovation?

Idris Motee on Product/Service Innovation

"Can adv agencies design great products and/or experiences? You would think so? Over the years they have narrowed their skills (rather than broadening) and their core capabilities were reduced to doing the following three things 1/ finding a unique way to positioning a products within its category 2/adjustments of minutia to affect the consumers’ perception of the brand 3/ maximize repetitive exposure and extend reach. Innovation is not a core capability. Deep customer insight is not a core capability (over reliance of traditional research is the problem). Customer engagement is not a core capability (although they refer customer engagement as engaging through a 30sec TVC). It makes you wonder whether a new breed innovation companies will eventually settle into the realm of new product innovation and brand / communication innovation or even push into the space to deliver business model innovation."

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