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Thoughtleader
To win, openness to collaboration must be embraced, not only within the organisation but also beyond it too. In today’s world, we cannot afford to venture alone. This is echoed by Prof. Henry Chesbrough, originator of the concept of open innovation:
Open innovation is a paradigm that assumes that rms can and should use external ideas as well as internal ideas, and internal and external paths to market, as the rms look to advance their technology.
We Must Pack Curiosity
Once we have gathered our fellow travellers we need a destination. Where do we go from here?
We must also define what impact we want to create. Some may call it a business or marketing objective,
but it is my belief that great work centres around solving human issues and needs.
The need for purpose arose from the shift in consumerism. The rise of advertising was once driven by the needs that arose from industrialisation in the 1880s: to move products en-masse to consumers. Today, shelves can no longer be emptied using blanket targeting, as scepticism is rife amongst the modern consumer. This pushes us to ensure that our marketing and communications work addresses a core consumer issue or need (within Maslow’s hierarchy).
1. Does it resolve a cultural tension?
2. Doesititresolveanunaddressedconsumerneed?
Taking a step back, we need to identify these needs and tension points. And it takes one with curiosity to uncover these human truths. Only when we are curious enough are we able to push past our self- determined boundaries. Through curiosity, we find our purpose, as well as our path to creating work that matters to humanity.
THE EDIT ISSUE 06 | Q2 2017