techslog

When asked by Computerworld magazine about innovation within corporations, Mr. Moore had this to say…..
Is innovation inherently disruptive?
Only one type of innovation is disruptive, but it gets a lot of press because disruptive innovations bring about new categories of business. They’re spectacular, and they’re fun to write about. Another kind of innovation is around neutralizing your competitor’s efforts against you. A third is around productivity. But the standard of innovation that companies should be using is differentiation that creates in the customers mind a dramatic gap between you and your competitors. That’s what creates superior economic return.

Now as you position your products/services how can you create a value statement that incorporates this “innovative edge”? Executives are risk adverse, in that they don’t tend to want to be the “trend setter” on their dime. However, if you can position your product/service as a differentiator, and an innovator such as Geoffrey Moore states, your message might be more apt to be heard.

For more on Geoffrey’s advice please read the full article at