Together we innovate

September 17, 2007 at 9:20 am · Filed under Research + Studies

From Business Insight, the WSJ insert which ran this weekend, comes commentary worth catching from several academics who study innovation:

When it comes to innovation, the myth of the lone genius dies hard.

Most companies continue to assume that innovation comes from that individual genius, or, at best, small, sequestered teams that vanish from sight and then return with big ideas. But the truth is most innovations are created through networks — groups of people working in concert.

The misperception has never been more damaging, as companies pour more money into generating ideas and then end up frustrated as innovations simply don’t develop. To lay the groundwork for innovation, organizations must make it easy for their employees to build networks — talk to their peers, share ideas and collaborate…

Read on here.

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Ad Age: Dollars shifting from ads to conversational marketing

September 17, 2007 at 7:35 am · Filed under Research + Studies

Matthew Creamer over at Ad Age writes:

“American companies are shifting more and more marketing dollars out of paid media. You see it happening every day as marketers—smart ones, at least—talk about things such as word-of-mouth and conversational marketing, the kind of activity that doesn’t feed the coffers of media sellers or traditional ad agencies and hence goes unmeasured in bellwethers such as TNS reports.”

Creamer suggests that professionals who are making money via “some form of media or marketing activity depicted on the TV program ‘Mad Men’” pour themselves a drink. I would add, “then contact MarketHum”.

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