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I’m struggling again. “Digital Innovation” is all the rage. In the last few weeks, I’ve read more than my fair share of articles that tout innovation as the only way to survive the downturn in the economy.
I get it. I’m all for innovation. But, I’m still struggling with the idea. If your company is solely focused on very short term goals, where does innovation fit in?
David Lauren, Senior VP of Advertising for Ralph Lauren, states it simply in this article when talking about QR codes, “When the US catches up…. we’ll be ready.” And, that’s exactly my problem- we WILL be ready. Innovation allows you to be prepared and ahead of the future game. But, what about the NOW game? QR codes, Augmented Reality, even mobile, don’t have enough penetration to make an immediate, short term impact. So, why bother focusing on those things?
Maybe for short term goals we need to think about innovation differently. Maybe short term innovation is about taking old ideas and making them new. Maybe it’s about perfecting the basics. Maybe it’s about seeing what’s right in front of our faces. And, maybe, it’s about none of those things.
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