Our Job is to Invent the Future

If we are trying to innovate, what is our actual job?

According to Mark Earls in Welcome to the Creative Age, our job is to invent the future.

Seems reasonable to me. Here is how he build that argument:

…opinions are what you get back from customers once you’ve done something, so they are largely irrelevant to you. They aren’t the precondition for customers doing something or a good guide to what you should do. At all.

So don’t waste your time with ask/answer research and opinions. Throw away the reassurance of quoting the consumer or stats garnered from opinion polls. Watch your customers, observe them, live with them, but don’t expect them to tell you much themselves. Because they can’t.

Instead, recognize:

The tendentious Dr. Utterson | ‘From virtual to online’ trend & Branding | Chapter 5

by cristian.saracco

One of the deepest changes during this century has been that we have moved from a world split in real and virtual to one that could be described as offline and online… but always real. Now, there is little room for the virtual!

The effect of this new way of understanding our context has produced (also) a modification in our behaviors. In the online real world, the key is not longer to posses, but to allow that things flow. The new leader is not longer the one who has, it’s the one who becomes a master managing the flows… (Uoooppsss… I hope you understand this).

Finally, it’s relevant to recognize that after the homo-sapiens it came the homo-economicus… That’s what we are!… The homo-economicus is a special kind of bipolar individuos who is willing to belong and participate in a community (off & online) and, at the same time, feel unique and different to the rest of the tribe… Like my friend Dr. Jekyll. Seguir leyendo “The tendentious Dr. Utterson | ‘From virtual to online’ trend & Branding | Chapter 5”