 |
|
||
 |
|||
 |
 |
 |
   | 
| ||||||||||||||
Innovation more than just a buzzword
 Innovative products such as the iPod are easily identifiable. But innovative business methods are just as essential to success. MORE GLOBAL OFFICEON CNNI TV
YOUR E-MAIL ALERTS(CNN) -- It is the holy grail sought by MBA graduates; the mantra of management speak. As a wise and widely-quoted business consultant once put it: "Innovate or die." But just what is this thing called innovation? Simply put, innovation is finding a way to do something better. Not just building a better car, but running a more creative car company. "You have to keep constantly challenging what you are offering because that is what is going to make you a successful company or a struggling company," explains Carlos Ghosn, the famed troubleshooter who, having revived the fortunes of auto giant Nissan, masterminded this year's Renault-Nissan alliance. From the BlackBerry to the latest mobile phone to the ubiquitous iPod, we can usually recognize innovative products when we see them. But technological innovation is just part of the story. You can design and make any number of shiney new boxes, but true innovation is about applying creative thought to every part of the company. "If you do not innovate and create value and add value to what you do day by day as a business, you will be left behind," says Lee Daley, CEO at advertising giants Saatchi & Saatchi. "Because if you're not doing it, guess what - someone's going to do it to you." And where should you look in your company for the innovators? Well, just about anywhere, according to trendspotter Zoe Lazarus of consultants Lowe Counsel. "Many of the most successful brands and companies, they encourage their employees to be very future-focused and to be innovative in all areas of their work," she says. "I think that many companies don't realize that innovation can come from anywhere in the company, not just the creative people." Innovation can come from anyone at any level -- from the boardroom to the postrom -- at anytime. That might be a scary thought for some companies to deal with -- but the consequences of failing to innovate can be even scarier. 
|
| ||||||||||||||
 |
|
| © 2007 Cable News Network LP, LLLP. A Time Warner Company. All Rights Reserved. Terms under which this service is provided to you. Read our privacy guidelines. Contact us. Site Map. |
|
External sites open in new window; not endorsed by CNN.com
Pay service with live and archived video. 
