Congratulations to Traction CEO Adam Kleinberg for being named to this prestigious list! The iMedia 25 is an annual list of "...cutting edge creatives, strategists, and technology innovators with big ideas..." - which we think perfectly describes Adam.
History proves that everything must come to an end—that is just the nature of things. It's a universal constant. Species go extinct, tools become obsolete and empires fall. Though until the last hundred years, successful technologies traditionally had a much longer lifespan.
There is "innovation" (i.e. how do we use this new augmented reality technology to create an app where we hold up a sneaker to our web cam and it shows the user running in a marathon?) and there is innovation (i.e. how do we drive our business forward in an unexpected way?).
It’s common for marketers to get fixated on the tangible when it comes to innovation—products, features, tools.
"Let’s create an iPad app to engage our customers.";
"Let’s use a DSP to buy our media."
But let’s open the windows and see what’s going on outside of our industry. How are other companies innovating?"
Overheard in a meeting this morning:
"The team developed an entirely new process for this assignment. The client is thrilled because it's way better than how their last agency approached the work."
Too often, innovation is defined simply as product. How about process?
Someone asked me today what "innovation" means to me. I thought it was a good question and one that's worth answering.