Your Whole Company Needs to Be Distinctive, Not Just Your Product

June 23, 2016 Paul Leinwand and Cesare Mainardi of Harvard Business Review

​Marketers know well the challenge of being the cool big kid in school.

There are so many of us out here and while agency interests may differ, there’s lots of competition to get the prime seat in the cafeteria. Likewise, the brands we work with are vying for audiences’ minutes and audiences are a picky lot.

But here’s the thing: when it comes to answering the questions of how can we do this better or how can we be different, it doesn’t start with the product offered. It’s much bigger and goes back to the greater process behind everything.

Lots of different products are just downright confusing and have too many specific requirements that may not be sustainable. However, the process of brainstorming, planning, creation and delivery are where it’s at.

Harvard Business Review did a great job breaking down the issue and explaining where real innovation starts. 

 

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