Talk is cheap – Talk is easy
By Roger La Salle
For anyone seeking business advice and assistance whether in strategy, marketing, advertising, sales or innovation, there is one overriding metric that should underpin your purchase decision –
“will it add value?”
Client endorsements – hollow words?
Many web sites, brochures and promotional banners from consulting and training firms carry endorsements from previous clients. These can and should be a powerful aid in your decision making process but beware, if such words of endorsement do not carry the person’s title, name and organisation, they are simply hollow words that are best ignored.
In our business of innovation, opportunity capture, business strategy and culture change we indeed do have powerful endorsements, naturally all are backed by names and titles. However, when it comes to delivering innovation outcomes the real bottom line and a question you should be asking is “what innovations have resulted directly from your engagement?” This is the real question, in fact the only question. “Show me the products you have delivered, the patents lodged and products commercialised, show me the real “Value added”, then I will believe.
Read between the lines
Beware however of misleading endorsements and claims, not dishonest by design, but misleading by omission.
For example, a stunning patented breakthrough product we delivered and is now on display in an Australian Technology museum bears the tile of the “creator”. That title unwittingly misleads people to think these people were the inventors when in fact these people did nothing more than the industrial design. They simply made this amazing technology which we created, look pretty.
So too the industrial design company that is often credited with the creation of the computer mouse. In fact what they did was to turn an idea and a crude prototype conceived by others into an ergonomic saleable product, but so often we hear of them as the creators of the computer mouse. Of course this is not to detract from their design effort, but in exploring your innovation provider, make sure they are able to back their word with real tangible demonstrable outcomes and real innovators. Make sure you are dealing with doers, not talkers.
Remember the best measure we have in business is profit – plain and simple. Profit of course is the result of providing real value – the bottom line!
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Roger La Salle, trains people in innovation, marketing and the new emerging art of Opportunity Capture. “Matrix Thinking”™ is now used in organizations in more than 29 countries. He is sought after as a speaker on Innovation, Opportunity and business development and is the author of four books and a Director and former CEO of the Innovation Centre of Victoria (INNOVIC) as well as a number of companies both in Australia and overseas. He has been responsible for a number of successful technology start-ups and in 2004 was a regular panelist on the ABC New Inventors TV program. In 2005 he was appointed to the “Chair of Innovation” at “The Queens University” in Belfast. www.innovationtraining.com.au