A Secret Formula for Successful Outcomes

Jul 15, 2023

Over the past month, we've delved into the four key principles that drive success: ecosystem-centric thinking, diversity-first mindset, people-centered design, and value-cocreation. These principles shape innovation, marketing, ESG, and DEI; together, they make a rich mix.

The Equation For Marketing Innovation is Simple - Make Ideas Real.

In my graduate studies at the University of Queensland, my professor Tim Kastelle, in our Principles of Innovation course, offered a powerful definition of innovation: making ideas real so they create value. This idea stuck with me. Throughout my career, I've been obsessed with creating value, building solutions that enable our customers' daily routines, and setting ourselves apart to fulfil our brand promise.

Deep Conversations and Wider Perspectives The Heart of Diversity 

As someone who represents several marginalized groups, I've experienced the power of a diversity-first mindset firsthand. I grew up learning to listen, adapt, and follow the accepted norms. It was a way to navigate within the established paradigms. However, I quickly realized the importance of sharing my unique voice, views, and lived experiences. It became clear that we needed to include perspectives from every part of the value chain, not just the customer. This realization led me to set up Advisory Councils and peer-to-peer groups; these became incredible incubators and testing grounds for fresh ideas.

I learned to appreciate ethnography approaches and design thinking principles along my journey. I've been exposed to service-dominant logic's brilliance and value cocreation's vitality when treating industry as ecosystems comprising various actors. In a world where roles can shift, and multiple viewpoints are at play, gaining insights from various levels is crucial. Even machines and technology add to the diversity, as evident with the advent of generative AI. This diverse approach fuels deeper discussions and broad perspectives, allowing us to learn and achieve together.

Listening, Learning and Building Together

Early in my career, I discovered the power of the voice of the customer (VoC). Designing for customer impact increases engagement and improves lifetime customer value and advocacy. Building trust with clients comes from listening to and, more importantly, acting on their feedback. It's a cycle that fosters long-lasting, mutually beneficial relationships.

Leaving a Lasting Legacy for Future Generations 

If you've made it this far, I want to thank you. Hopefully, these posts have stimulated new thinking and inspired ideas. As innovators, we aim to leave a positive legacy for future generations. This goal requires strong ethics and a commitment to sustainable solutions. We should always ask ourselves: Would our grandchildren be proud of our work? Would our ancestors approve of our efforts? To ensure this, include representation from all generations in your diversity-first thinking. Engage the actors in our ecosystems with an ecosystem-centric lens, making them natural and valuable. This behaviour is what separates success from failure.

Thank you for your time. Keep creating and adding incredible value to the world around you!