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Article CX Strategy

A New Direction for Your Innovation Efforts

What really matters in innovation?

Visionaries like Steve Jobs and Jony Ive from Apple consistently point to the end impact on the customer as the key to innovation. Transformational experiences in areas that really matter to the customer are key. What’s most amazing about their work is the ability to seamless reach a new and wider audience of potential customers.

It’s not about the technology

When technology companies really focus on innovation, they often think it’s about the technology and breaking new barriers in hardware or software functionality. But as Heywire demonstrated this month with the launch of LIveText, the underlying purpose of innovation is connecting to new customer groups.

Innovation is about (business) impact

Take for example LiveText, the powerful new SMS support tool from Heywire. While the technology itself is impressive, the real kick comes from what impact it has on how business is done and which customer segments it impacts LiveText customers gain one powerful capability from the newly announced SMS support platform for Salesforce.com. It’s the ability to be more in tune with a critical market segment, the highly connected mobile customers that prefer text messaging over all other forms of communication.
The technology is the key enabler.

Achieving this kind of connection without a technology breakthrough is almost impossible. That’s where the innovation goal meets the power of technology. The key is keeping the technology itself in that role of the enabler — rather than the driver of innovation.

Visioning new capabilities

Your greatest innovations will not be the most dramatic technological advances. They will be those that harness technology to dramatically change your business competitiveness, momentum or market presence.

In this case, it’s the ability to get closer to a key emerging market segment. Or equally importantly, keeping up with an critical market segment that is evolving with the changing times.

A focus for innovation efforts

If we go back the main topic, it’s about what the focus in innovation should be. If you study the definitions for innovation, they ultimately point to purpose — not the actual thing being (re)designed.

The real innovation leaders in these transformational times are those who take on difficult challenges in business and elsewhere.

Oct 31, 2014  
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