Posts Tagged ‘opportunity capture’

Business Insight Your corporate mission may be killing your business!

Thursday, August 20th, 2015

Is your Corporate Mission killing your business?

by Roger La Salle

What’s your business Mission?
Most businesses have Mission or Vision statements as to what they are about, where they are headed and what they wish to achieve.

The aim of such an overarching statement is to align the organisation and its people to the common goal. Indeed the best definition of an organisation is “A Group of People Charged with a Common Goal” so what better way to align your people than to define and boldly state this in a mission statement.

What are the risks?
Whilst a mission or vision as the overarching statement of aim and purpose may be valuable, at least in the beginning, one may ask, should that be engraved in unchangeable tablets of granite?

Just like innovation, there should always be a need to explore new horizons and in many cases it may be important to revisit and perhaps redefine the mission as the business and business conditions change and evolve. Indeed a failure to do so may otherwise lock your people into a fixed mindset that may ultimately lead to your undoing.

Some notable examples
Some notable failures that “stuck to their knitting” may include KODAK that seemed locked into the mindset of selling and processing film and the paper and chemicals that enable this process. Perhaps many of the Swiss watch companies that ignored the emerging digital quartz technology are another example. So too the now rapidly declining printed media that thought the internet would never take off or maybe the makers of matches that ignored the butane lighter, and many more.

Indeed in the case of the latter example I once heard a marketing manager trying to convince his corporate masters (The Mission Makers) that they were in fact not in the match making business but in the business of flame on demand. He was laughed out of the room! Today that company no longer exists.

On the other hand look at some businesses with a wider view of the world that were not constrained by a narrowly focused corporate Mission; and so were able to reposition as things changed and new opportunities emerged.

None better than Google comes to mind. A business that started as a search engine but is now into anything they perceive as an opportunity. GE that started in engineering and moved to the finance sector. Nokia, formerly in the lumber business that set the bench mark in mobile phones. HP made its name in scientific instruments but is now huge in consumer electronics. The list of successful diversifications is endless, so too the list of failures.

Why Innovation?
The fact is; innovation needs to be applied across your entire business spectrum, especially in these days of such rapid change. Without flexibility or an innovative culture in your business there is a real risk of locking people into “Tunnel Mission” with a too rigidly defined corporate mission.

**** END ****

Roger La Salle, trains people in innovation, marketing and the new emerging art of Opportunity Capture. “Matrix Thinking”™ is now used in organisations 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 panellist on the ABC New Inventors TV program. In 2005 he was appointed to the “Chair of Innovation” at “The Queens University” in Belfast. www.matrixthinking.com

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So, what is “Opportunity Capture”?

Tuesday, July 21st, 2015

So what is – “Opportunity Capture”?
by Roger La Salle
A word from the author
I am delighted to see many of my blogs republished and re-blogged by so many recipients, with due citations of course. However, whilst I may be somewhat gratified by that I am not so happy about my work being adopted, may I suggest even plagiarized and regurgitated in a slightly modified form by some trainers and bloggers in the innovation space. On the upside, of course, imitation is the greatest form of flattery so on that note; here is a new business insight sure to attract some attention.

Sales are important
It’s often said in business that nothing happens until you sell something and how true this is. Indeed you can trace the failure of most businesses to a single cause, a failure to make sufficient sales. Naturally, if sales are not forthcoming, then of course there are no jobs for anybody else.

Is Innovation different?
In the case of innovation, the aim is to make changes to products, processes and services that add value and win new and bigger markets. Hence my definition of innovation simply stated as “Change that adds value” .To be sure there is nothing that is free from the opportunity for change.

In this case the key word is “opportunity” and this is where I spend a lot of my innovation effort. Without an opportunity, there is little else to do.

The sequence of events is simply –

• Opportunity Capture – What is the opportunity and how do you find one?
• Innovation – What is the solution?
• Evaluation – Can we do it, make it work and sell it profitably?
• Go/No go decision – With fast low cost failure quite acceptable
• Commercialisation.

It all starts with an opportunity, defined as “An observed fortunate set of circumstances”

For this important piece of the business building puzzle we use the Opportunity Matrix and the term “Opportunity Capture”.

If you are interested to see this in action have a look at some case studies at: http://www.innovationtraining.com.au/innovation-outcomes-case-studies.html

Is it that hard?
If you use the type of approach shown in the case studies and have your people look at the world around them and the products and services you and perhaps others deliver, you may be surprised at how easy it is to see opportunities where previously you thought there were none.

What’s the Message?
Embed this opportunity search approach as part of your business DNA, inspire your people to be open minded and watch what happens.

**** END ****

Roger La Salle, trains people in innovation, marketing and the new emerging art of Opportunity Capture. “Matrix Thinking”™ is now used in organisations 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 panellist on the ABC New Inventors TV program. In 2005 he was appointed to the “Chair of Innovation” at “The Queens University” in Belfast. www.matrixthinking.com

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Business Insight – What do you really want?

Thursday, June 25th, 2015

What do you really want?
by Roger La Salle

Revive to survive

McDonald’s fast food group announced in January 2015 that Steve Easterbrook, its senior executive brand president and chief brand officer, is to be the new chief executive of the ailing fast food chain. He has the task of returning the fast food giant to its former glory days.

Reportedly, McDonald’s saw a 15% drop in revenues in the past year.

Maybe this revenue hit is a result of both increased competition and the message that fast food has some downside health effects; a message that may finally be getting some traction.

Improve efficiency and cut jobs!
Organisational changes reportedly will contribute to $US300 million ($A383 million) in cost-cutting targeted by McDonald’s. Without providing much detail, Easterbrook said “the cost-cutting will affect jobs”.

An interesting comment that perhaps speaks to the risks of cost down initiatives made in isolation was made by Mr Larry Light, who served as chief marketing officer of McDonald’s between 2002 and 2005 and now runs a brand consulting firm, he said Easterbrook offered little in the way of what matters to customers.

“Being more efficient, having less bureaucracy will buy you time, but will not buy you enduring success,” he said.

Unfortunately jobs are one of the first things that suffer under cost cutting initiatives with Light’s message that this alone will only buy you time, time to explore the opportunities and to innovate and change what you are doing.

Interestingly, one wonders if McDonald’s really does know what the customer really wants. Its new bold initiative of “build your own burger”, which was no doubt very expensive to implement and probably even more expensive to service, may have more than one purpose.

On the one hand it allows customers choice, on the other it may be an admission that McDonald’s wants to take on all comers but is not sure what the market really wants any more.

The big picture!
However, if one likes to dig deeper there may indeed be a hidden agenda with McDonald’s “build your burger” program.

This program will allow the collection of so called, “Big Data” as to the most preferred custom built burger. Armed with this information McDonald’s will be able to better understand what the market really wants and moreover the geographic profiles that various tastes dictate.

If this is the real reason, it’s a clever initiative and one wonders how long the
“build your burger” initiative will prevail. My guess, just as long as it takes to get the big data they need.

I applaud this initiative on the part of McDonald’s, it’s smart and will provide huge strategic market insights, insights that may lead to the innovations that will again set them straight.

What’s the message?
Never stop looking at the market and your customers, Innovate or perish.

**** END ****

Roger La Salle, trains people in innovation, marketing and the new emerging art of Opportunity Capture. His creation, “Matrix Thinking”™ is used in organisations in more than 29 countries. He is sought after internationally as a speaker on Innovation, Opportunity and business development. He is the author of four books, 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 panellist on the ABC New Inventors TV program. In 2005 he was appointed to the “Chair of Innovation” at “The Queens University” in Belfast. www.matrixthinking.com

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McDonald’s Big Data?

Sunday, May 24th, 2015

What do you really want?
by Roger La Salle

Revive to survive

McDonald’s fast food group announced in January 2015 that Steve Easterbrook, its senior executive brand president and chief brand officer, is to be the new chief executive of the ailing fast food chain. He has the task of returning the fast food giant to its former glory days.

Reportedly, McDonald’s saw a 15% drop in revenues in the past year.

Maybe this revenue hit is a result of both increased competition and the message that fast food has some downside health effects; a message that may finally be getting some traction.

Improve efficiency and cut jobs!
Organisational changes reportedly will contribute to $US300 million ($A383 million) in cost-cutting targeted by McDonald’s. Without providing much detail, Easterbrook said “the cost-cutting will affect jobs”.

An interesting comment that perhaps speaks to the risks of cost down initiatives made in isolation was made by Mr Larry Light, who served as chief marketing officer of McDonald’s between 2002 and 2005 and now runs a brand consulting firm, he said Easterbrook offered little in the way of what matters to customers.

“Being more efficient, having less bureaucracy will buy you time, but will not buy you enduring success,” he said.

Unfortunately jobs are one of the first things that suffer under cost cutting initiatives with Light’s message that this alone will only buy you time, time to explore the opportunities and to innovate and change what you are doing.

Interestingly, one wonders if McDonald’s really does know what the customer really wants. Its new bold initiative of “build your own burger”, which was no doubt very expensive to implement and probably even more expensive to service, may have more than one purpose.

On the one hand it allows customers choice, on the other it may be an admission that McDonald’s wants to take on all comers but is not sure what the market really wants any more.

The big picture!
However, if one likes to dig deeper there may indeed be a hidden agenda with McDonald’s “build your burger” program.

This program will allow the collection of so called, “Big Data” as to the most preferred custom built burger. Armed with this information McDonald’s will be able to better understand what the market really wants and moreover the geographic profiles that various tastes dictate.

If this is the real reason, it’s a clever initiative and one wonders how long the
“build your burger” initiative will prevail. My guess, just as long as it takes to get the big data they need.

I applaud this initiative on the part of McDonald’s, it’s smart and will provide huge strategic market insights, insights that may lead to the innovations that will again set them straight.

What’s the message?
Never stop looking at the market and your customers, Innovate or perish.

**** END ****

Roger La Salle, trains people in innovation, marketing and the new emerging art of Opportunity Capture. His creation, “Matrix Thinking”™ is used in organisations in more than 29 countries. He is sought after internationally as a speaker on Innovation, Opportunity and business development. He is the author of four books, 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 panellist on the ABC New Inventors TV program. In 2005 he was appointed to the “Chair of Innovation” at “The Queens University” in Belfast. www.matrixthinking.com

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Reduce your budget and grow the business

Wednesday, May 13th, 2015

Reduce your budget and ”Grow the Business” – Now there’s a novel idea!
by Roger La Salle

The business of business is simple

Essentially all businesses are driven by simple arithmetic and at this time of year we start to review our budgets.

In business the aim is to grow revenues and of course profits. The mandate to achieve this is given to the senior executives that form the so called management team.

The message is to grow or risk stagnation – it’s that simple.

The inevitable budget session

Predictably, as our executives develop their next year’s budget you can be sure there will be a requirement for more funds, more money to spend so the department can grow and consequently achieve the forecast improved outcomes.

It’s quite amazing, despite all of the technological marvels we provide to our staff to make them more effective, costs and budgets continue to grow.

Of course in Government departments it is a long held tradition to get together in early June to “blow the budget” by purchasing anything that can negotiate the “system”: before that mystical 30th of June.

Is this a better way?

One wonders what may happen to ever expanding budgets if some inversion to this thinking was applied.

Take for example the head of a department that may have an annual expense budget of, say $20 million. Predictably the executive comes to the budget session with a well justified request for an additional 7% for the next year. Say an increase to $21.4million. Quite a modest increase, but one the executive assures top management is essential to “grow the business”.

It may be interesting to consider what may happen if that very same executive was to be challenged.

“No, instead of seeking more funds, if you can achieve your goals with 10% less, you will receive 75% of the reduction, in this case a whopping $1.4million, as a cash bonus, to be split among your staff in proportion to their salaries.”

Now there’s a novel and innovative approach to management.

What now?

As the budget process starts maybe it’s time to give consideration to this radical, but perhaps very practical way of still achieving the desired results without the never ending need to spend more money.

Instead of more money, find better ways to achieve your outcomes – that’s innovation.
which is not a bad thing to introduce to a business.

**** END ****

Roger La Salle, is the creator of the “Matrix Thinking”™ technique and is widely sought after as an international speaker on Innovation, Opportunity and business development. He is the author of four books, Director and former CEO of the Innovation Centre of Victoria (INNOVIC) as well as a number of companies both in Australian and overseas. He has been responsible for a number of successful technology start-ups and in 2004 was a regular panellist on the ABC New Inventors TV program. In 2005 he was appointed to the “Chair of Innovation” at “The Queens University” in Belfast. Matrix Thinking is now used in more than 26 countries and licensed to one of the world’s largest consulting firms. www.matrixthinking.com

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Not the what but the whom!

Monday, April 20th, 2015

Not the what – but the Who and How!
By Roger La Salle

Investors
It’s often said that investors invest in people, not products or ideas; and how true this is.

So just how important is your presence and presentation in winning with your innovation, or indeed rising to the top in your profession?

How important is this really?
Anecdotally the CEO of one of Australia’s very large listed businesses gave a speech or presentation to both shareholders and potential investors some time last year.

It seems the message was first class, the business was on track and the future ahead looked rosy indeed. In short this was a “bullish” message aimed at stimulating investment and encouraging shareholders. The effect however was quite the reverse, despite the positive words.

The reason?

The CEO’s presentation was less than lack lustre, it lacked power and passion and some even suggested exuded nervousness. Though this may be hard to believe from a well-seasoned CEO, the effect of the presentation was to wipe millions of dollars off the company value in the hours following. Simply, shareholders were “spooked”.

A study that shocked the room
Some years ago during the study of a business degree we undertook some research as an elective subject into public speaking, presentation skills and the secret of good presence.

During this work experiments were conducted with both shy and retiring types and even the most forthright and confident person in the class. This fellow was “full of it” but within minutes was literally reduced to a trembling wreck as his presentation ensued. All of this was video recorded and some valuable insights and lessons were learned.

The Silver Bullets
Resulting from this work we developed what we refer to as the “Silver Bullets” or lifeboats for presenters.

No matter whom the speaker, even the most accomplished, confident and well researched, at some stage you will encounter seemingly uncontrollable nerves, shortness of breath, trembling and even forgetfulness that is noticeable to any audience, especially those seated closest

Given that this is inevitably the case, and be assured if you are required to present from time to time this will happen, what are the lifeboats or the silver bullets?

In exploring this question, perhaps one may ask, what makes a chat around the BBQ on a Sunday different from a formal speech to the same group at a function?

The difference is stark, the reality is simply, but such a formal session can be delivered as confidently as a joke around the BBQ, once you realise the simple differences.

Is training the answer?
There can be no doubt that training assists in all endeavours, proper training and learning undoubtedly increases skills. But notwithstanding, there are times when the lifeboats or ways to escape the positive and destructive feedback of rising nerves are essential. Indeed even having an awareness of the lifeboat options alone may be sufficient to ensure you never get to the point of absolute failure.

Learn the Art!
For anybody wanting to succeed in business and in life, learning the art of fine presentations will stand you in good stead, build your self-confidence and position you as a leader amongst people.

****** END ******

Roger La Salle, is the creator of the “Matrix Thinking”™ technique and is widely sought after as an international speaker on Innovation, Opportunity and business development. He is the author of four books, Director and former CEO of the Innovation Centre of Victoria (INNOVIC) as well as a number of companies both in Australian 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. Matrix Thinking is now used in more than 26 countries and licensed to Deloitte, one of the world’s largest consulting firms. www.matrixthinking.com

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Business Insight – Big Blue or Big Data

Wednesday, March 25th, 2015

Big Blue or Big Data?
By Roger La Salle

Violent agreement
My blog on the definition of marketing drew a fantastic response with almost universal agreement that this was the best definition most people had seen.

So we have a definition!
It seems once we agree on what marketing is, and is trying to achieve, then the rest is simply (or perhaps not so simply), how you do it.

Of course there are many mechanisms.

We have all learned the five P’s:
• Product
• Price
• Place
• Promotion
• People

What’s first?
Assuming you actually have a product you wish to sell, advertising in some form is usually the most common customer engagement tool. Obviously if nobody knows you exist there is little chance of a sale.

However, this is where it gets difficult, expensive and somewhat “hit and miss”, or at least that’s how it was in the past.

Traditionally
Both radio and television are the most common promotional means but people are literally “turning off” as we are saturated with advertisers invading our space and time. Even in cricket, where one may have thought an advertisement after every over was sufficient, now we are even getting ads between balls. Indeed, my conspiracy theory is that six rather than eight ball overs were internationally standardised (even at the height of cricket being criticised as being too slow) to provide more advertising time. What next?

Radio, especially in cars, is very effective and in many cases more expensive than TV advertising. In cars there is no escape and driving in traffic is boring, to say the least.

Social media is the new form of getting attention and has more reach to the teens and gen y’s, but again, users are often transparent to the ads. However if you can manage to win their attention, the power of spreading the word via the social media is unstoppable and moreover, tracking the cut through of e-advertising is all powerful. Never before were advertisers able to so accurately see the readership of the message.

Big Data, or data collection resulting from e-connectivity heralds the ability to see and measure effects, something that advertisers, or perhaps more to the point, clients, have been wanting for decades. Well now it is here.

Interpreting “Big Data”
In an address some time ago Professor Freek Vermeulen gave an interesting insight into big data and “statistical Bias”.

It is commonly thought that porpoises have a great love of saving fisherman lost at sea as their boat sinks beneath them. There are many stories of porpoises literally pushing such people to shore and literally saving them from certain death. The conclusion, porpoises save people.

But is this really the case?

In an experiment a large ball was thrown into a pool of swimming porpoises and what was observed was that porpoise simply love pushing things around in the water. They push things everywhere, it’s obviously great fun.

The research also showed that most likely just as many overboard fisherman that were pushed to shore were likely pushed further out to see and downed. However, because the data set we receive is only from the fisherman saved by porpoises we conclude; porpoise save people?

In other words, beware of simplistic interpretation of Big Data and so called “statistical bias”.

A new Paradigm
In the past advertising has been about being noticed and sending the message the marketers thought appropriate, such as Coke represents fun, McDonalds represents kids, Volvo represents safety and so on. Well this is changing fast, new buyers are voting in droves on “likes” and recommendations. The time for “snake oil” products is long gone. Big Data represents the new paradigm, but with a sting in the tail for adverting agencies. The work of these companies can now be measured and judged on real outcomes like never before with quantitative measures that can readily be obtained.

To win in marketing a new form of e-based customer engagement is needed, simple saturation push marketing is now passé.

Marketing, like any other product needs to be innovated endlessly.

Think change, think differently and think new opportunity and new ways of customer engagement.

Be assured, there is always a better way.

****** END ******

Roger La Salle, is the creator of the “Matrix Thinking”™ technique and is widely sought after as an international speaker on Innovation, Opportunity and business development. He is the author of four books, Director and former CEO of the Innovation Centre of Victoria (INNOVIC) as well as a number of companies both in Australian 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. Matrix Thinking is now used in more than 26 countries and licensed to Deloitte, one of the world’s largest consulting firms. www.matrixthinking.com

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Business Insight – Patents – What Value anyway?

Friday, February 27th, 2015

Patents – what value anyway?
By Roger La Salle

In short, a patent is an instrument of entitlement provided by a government to give an inventor monopoly rights to sell the patented product free from competition in the jurisdiction in which it is granted. Patents generally refer to physical products but patents can also be granted for business processes.

But note, you cannot patent just an idea. For example, I have a wonderful idea that I would like anti-gravity shoes, but I cannot patent this because I don’t know how to do it.

A granted patent can provide up to 20 years of protection, providing annual maintenance fees are paid, or for a lesser grade of patent known as an Innovation Patent, the coverage is eight years.

Should you seek a patent?
One of the biggest mistakes inventors and entrepreneurs make when they have what they believe is a great idea is to patent, patent, patent and seek protection in as many countries as they can afford.

In reality the percentage of patents that actually end up producing “pay dirt” is very small indeed. Unfortunately in many cases inventors spend all their money on patents only to find that in fact nobody wants the products anyway, and/or they are underfunded when it comes to the real and very demanding business of commercialization.

Whilst having a patent may be a great emotional fillip, the real fact is that a patent is only as good as your willingness and ability to defend it. Further, if you really do have a great idea, these days, even if it is patented, you can almost guarantee that soon after you have done the hard work of winning a market, an identical or similar product will soon be there to challenge you.

Most people are unwilling or unable to embark on the expensive and complex legal journey that goes with trying to enforce patent rights. There is an interesting film called “Flash of Genius” about an American inventor, Robert Kearns, and his lifetime battle with the US auto maker giants to enforce his granted patents. This story of trial and heartbreak is truly engaging and although perhaps not rated as a stand out box office success, is well worth seeing.

Finally, one consideration often overlooked with patents is that a published patent discloses all your work and thus allows potential competitors free access to your thinking. In many cases where knowhow and intimate knowledge of a product or process is your competitive edge, it may be better not to patent and trade on the knowhow you prefer to keep secret.

So why bother?
In small vertical niche markets patents can certainly keep potential competitors at bay and may in some cases even make larger companies think twice before deciding to run the infringement gauntlet. In still other cases good corporate citizens may do the right thing and contact a patent owner seeking a licence arrangement.

In the case that your preferred commercialization model is to licence the invention then a patent is all important, as why would anybody pay you a license fee when a competitor could make the identical product free from the encumbrance of paying such a fee?

One way to have your “patent cake and eat it too”, may be to obtain a patent then immediately seek a licensing agreement with a large company that would be prepared to defend it.

Protecting a product, service, design or trade mark on the surface may seem pretty straight forward, in fact the reality is that the subtle nuances of IP registration are far from straightforward.

What now?
1. Seek advice – Many patent attorneys will usually give you brief up front free guidance
2. IP Australia “www.ipaustralia.gov.au” has an excellent web site full of information
3. Carefully and frugally select the jurisdictions in which you seek protection
4. Understand that even if patented, a good product will almost certainly attract competition
5. If you do have a good product, seeking a licence agreement with a major company may have a lot of advantages.
6. Remember, few products do actually end up making money for the inventor; this is a very tough business.
7. If knowhow is your competitive edge, then maybe a patent that discloses intimate knowledge may be a disadvantage.

Roger La Salle, is the creator of the “Matrix Thinking”™ technique and is widely sought after as an international speaker on Innovation, Opportunity and business development. He is the author of four books, Director and former CEO of the Innovation Centre of Victoria (INNOVIC) as well as a number of companies both in Australian 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. Matrix Thinking is now used in more than 26 countries and licensed to Deloitte, one of the world’s largest consulting firms. www.matrixthinking.com

****** END ******

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So what is Matrix Thinking?

Monday, January 26th, 2015

So what is “Matrix Thinking”?
By Roger La Salle

Keep it simple!
Creative thinking methodologies abound, some simple such as asking just one question “what if”, whilst others vary in degrees of complexity.

“Matrix Thinking” was developed on the back of years of real life practical innovation outcomes and aims to be simple and applicable to tangible products, services, processes and the scan for new business opportunities; referred to as ”Opportunity Capture”.

Does it work?
It would seem so with partners now established in some 28 countries with one of the most recent coming on board being “Matrix Thinking – Poland”.

The people in Poland have just held a workshop in the pharmaceuticals industry. Although this was their first foray into pharmaceuticals, the outcomes, evidenced by the feedback below were outstanding.

“..…using the Matrix we prepared almost four hundred innovative solutions. I think everybody was shocked how effective is this method. ..… everything is perfect beginning from materials ending on certificates……”

An overview
A quick and hopefully engaging TED overview presentation on Matrix Thinking can be seen at:

So What?
It doesn’t matter what business or service you provide, if you are not constantly looking to improve and develop your offering you can be sure somebody will soon move in to take your place. The business landscape is littered with the corpses of companies that rested on their laurels and thought they were invincible.

Whatever you do, look to do it better and look to find the next “over the horizon” opportunity. Alternatively prepare for extinction, with the extinction horizon in most industries now having shrunk to some five years.

**** END ****

Roger La Salle, is the creator of the “Matrix Thinking”™ technique and is widely sought after as an international speaker on Innovation, Opportunity and business development. He is the author of four books, Director and former CEO of the Innovation Centre of Victoria (INNOVIC) as well as a number of companies both in Australian 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. Matrix Thinking is now used in more than 26 countries and licensed to Deloitte, one of the world’s largest consulting firms. www.matrixthinking.com

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Business Insight – Finally a Definition

Sunday, December 7th, 2014

Finally – A definition!
By Roger La Salle

The search
For more years than I care to think about I have been searching for a suitable definition for the terms marketing and sales.

Of course we all know they have different meanings, but how so?

My education spanned both electronic and management studies that included marketing. Indeed the definition of marketing I was taught was that “Marketing is the task of matching the customer need with the company capability”. Now this may be all very well, but to me this is pretty well meaningless, so for years I have searched.

Get Connected!
Several months ago I wrote an article called “Get Connected” to the effect that connections are what makes the world go around. Indeed some of the world’s most valuable companies such as Facebook, Google and the like do little more than connect people or perhaps more so in the case of Google, connect people with information.

It was a connection that lead me to the Holy Grail, the perfect definition for marketing.

A little context
Just to put this into perspective, I work in quite a number of countries, one being Colombia, a place that I have visited many times On each visit I have been amazed at their universities, not only in the quality of their buildings and grounds, but also the people that populate these universities.

The last time I was there I had the pleasure of having dinner with a friend, a lady professor of business studies from a university in Medellin.

I asked this lady how she defined marketing, and in a flash she gave me the perfect definition. A definition I might say I have sanitized a little for more appetising consumption.

Marketing, she stated is the art of corrupting the minds of people to have unconditional love of your offering”

What a marvellous set of words!

My now adopted and slightly modified definition:

Marketing: “The art of winning the minds of people to have unconditional love of your offering.”

To me this is perfect, and I acknowledge that this is not my definition, but one plucked from my connection with a very knowledgeable professor in South America.

Of course sales is easy to define:

Sales: “The art of having somebody buy your product whether they want it or not”

Perfect marketing
With this definition of marketing in mind, it may be appropriate to turn one’s mind to the companies that seem to have perfected the art, and none better than Apple.

Try telling an Apple convert that there are better products, it’s completely impossible. In my view, Apple has conducted one of the most successful marketing campaigns in history with its converts having unconditional love for everything Apple.

Apple has succeeded on the grand scale and one way they have done this is by making themselves available. Apple shops are peppered with experts, if you have an Apple problem visit and Apple shop and get help in seconds.

In this age of rapidly moving technology and forever updated software the need to have ready help is obvious. Apple realised that and have risen to the challenge with Apple shops at all major shopping centres. Of late of course SAMSUNG are emulating this model now with SAMSUNG shops. If only IBM and Microsoft would follow the same model.

The Lesson
Make yourself customer friendly and easy to use. Do so and watch the word of mouth message spread as you build your brand

**** END ****

Roger La Salle, is the creator of the “Matrix Thinking”™ technique and is widely sought after as an international speaker on Innovation, Opportunity and business development. He is the author of four books, Director and former CEO of the Innovation Centre of Victoria (INNOVIC) as well as a number of companies both in Australian 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. Matrix Thinking is now used in more than 26 countries and licensed to Deloitte, one of the world’s largest consulting firms. www.matrixthinking.com

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