Page 40 - Free the Idea Monkey

“You know, I finally let that I am happy not just because
pain-in-the-butt, unhappy they are right but because it is on
employee go and everyone purpose. We hire wonder-full people
seems so much happier.” and let them work on really heady,
world-changing projects. Respect,
— every CEO I know

humility, challenge and talent are all

key ingredients in the innovation stew.

Not only does it smell good, it tastes great too.

THE IDEA MONKEY AND WALL STREET
The last business-related point has to do with how Idea Monkeys

end up increasing a company’s profits.
Ultimately, the reason companies in general, and marketers in

particular, are interested in innovation is because of the money
involved. And the smart money knows that relevant new products,
services and business models are incredibly valuable for three key
reasons. They:

• expand your customer base by attracting new clients.
• allow you to get a greater share of your customer’s wallet.

(The more products you offer that meet their needs, the more
they will buy from you.)
• help retain existing customers. (They show you are actively
listening to them by offering new things that meet their
changing circumstances.)
Not surprisingly then, all these factors have an impact on the
company and its share price.

25C H A P T E R 2