Gone are those days when people believed “don’t fix it if it ain’t broke”, I often challenge myself and my teams to “Think different!”. That’s not just an extension of the Apple campaign either. Organizations today strive to think and more importantly act different.
Change is not easy but it’s not a choice either! If you don’t some one else will and then you will be forced to follow.
Its one thing to innovate/change and a whole different thing to add value to the consumer. With the death of product differentiation since the introduction of distant and contract manufacturing organizations have transitioned to commercial innovation, commercial differentiation in a crowded market place and on an ever crowded shelf. As we strive to differentiate in a mass market by micro segmentation. Organizations are challenged to entice I mean it! In that moment of excitement and euphoria generated in the consumers mind clearly articulate the value of the difference.
It’s all about the value, how ever small and incremental, its all about the value! Don’t change for the sake of change but change to make a difference. Its true of my brands, your brands as it is true of brand “I” and brand “You”!