For many of us September means back to the office, but not back to business as usual. Team structures in marketing departments and marketing agencies have changed. The way we work has changed. As consumers, we’ve changed. So as marketers, we need to change our habits too. As that’s easier said than done this blog sets out why change is good for marketers, practical ways to improve creative thinking and how to make innovation a new habit.
Let’s start with why change is good
Apart from the fact that consumers have changed, fresh thinking is a healthy habit for every business in good times and bad. Innovation is the number one lever for profitable growth and profitable growth is the single biggest way to bring value to a business. For one company alone, our sister company, think, identified opportunities worth over £500,000 net value in one ideas generation session.
It could be a long time before we’re safely through the pandemic so our spending habits could change further which means one intense period of ‘back to business’ change now won’t be enough to keep marketing departments on top of customer wants. We need to get in the habit of regular fresh thinking to stay engaged with our audience’s wants and needs. What’s more, a business-wide culture of change is a really effective way to remove blockers like “we’ve tried that” and “there’s no budget for that”.
Innovation isn’t the sole responsibility of the management team. Little ideas can come from anyone in the organisation and build up into a big business-changing idea. Innovation ideally should be a business-wide cultural shift but one person can start the habit of innovation within their team.
How do you start the habit of innovation?
Marketers can solve almost any commercial challenge using this process. For big challenges it helps to work with innovation marketing experts who can manage the process for you and give you the benefit of their experience at each stage.
OTB Agency has supported many big-name brands through company-wide innovation projects and helped to embed idea-generation in their culture.