Monthly Archives: August 2010


Innovation: everyone asks for it, a few really want it

A shoe salesman visits a tribe in the middle of the jungle. He comes back to the city and sends a fax: “There is no business, aborigines do not use shoes”.

Another salesman visits a tribe in the middle of the jungle. He comes back to the city and sends a fax: “Great business, aborigines do not use shoes”.

*Which of the salesmen is right?

Introducing new technologies, new products and new services in the market is frequent and will even be more frequent in the future.

The fact that technology has entered in a development spiral that becomes faster each day makes the offering of products to change continuously.

The lifecycle of a product is shorter everyday, and with this speed it becomes fundamental to comprehend the variables that define the success of innovation, to determine when to use it and when not to use it.

When there is a high level of influence in relation to the level of innovation proposed, then the product becomes credible, but it becomes “buyable” when the influence or brand is related through its attributes to the needs it covers.

Innovation is a paradoxical matter; everyone asks for it, a few really want it.

* There is no business, aborigines do not use shoes. To change their habits, “tacks should be thrown”. Afterwards, shoes might be sold.

Free access to “Innovation Blindness”
https://www.unicist.net/marketing/wp-content/uploads/2010/08/innovation_blindness_en.pdf

Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Knowledge Management
& Communication

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution. The applicative researches are based on the discovery of the Ontogenetic Intelligence of Nature and the consequent Unicist Theory of Evolution.

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Start-up businesses need to confront the dominant brands

When a new brand is born a confrontation of liberation with the dominant brands has begun. Every start-up business needs to begin using this strategy.

The confrontation of liberation is the response of the competitors of a market that has a dominant participant.

This confrontation uses different shapes to avoid the disappearance in the market and also to increase the influence to conquer niches in a market.

Dominants try to avoid competitors by being influential. That is why they pay any price to weaken the credibility of competitors

Confrontation of liberation happens in market niches after the equilibration of competitive advantages has been achieved.

This confrontation requires a strong subjective influence to achieve a strong personal commitment against the market dominating competitor. Confrontation of liberation succeeds when the strength suffices to confront the different strategies of the dominant.

Attacking the dominant leader, finding adequate partners and integrating the products as far as possible are the keys for success.

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Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Knowledge Management
& Communication

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution. The applicative researches are based on the discovery of the Ontogenetic Intelligence of Nature and the consequent Unicist Theory of Evolution.

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