Innovation and the formula for change -5
“Going length, width, depth in 4D we are already talking about the space-time dimension. When we say 5D we are literally talking about how transcendent can we get. Technology is a means to empowering you, it is the democratization of creativity (…) it is arrogant to think that we know how the world will use our technology.”
- Don Marinelli, Executive Producer, Carnegie Mellon University, Entertainment Technology Center
- 5D The Future of Immersive Design at FMX 2010 series
While the adoption of a given technology can be driven by unexpected factors, 3M’s Post-it being the reference case I leveraged in past articles, it is also true that many other products and services realize the innovator’s vision, Ford’s T-Model being an example.
Marketing wise, we often start by considering two basic “offer/demand” contexts that translate into pull or push business strategies. Generally speaking, demand for a new product and service can be met by deploying push-marketing plans while emerging technologies whose benefits are not yet understood in the target markets would require that we craft pull-marketing strategies. In the high-tech business we often refer to the later as “demand creation.”
Speaking of demand creation, most tech companies feature “technology evangelists” as well as “thought leaders” whose professional record as visionaries and innovators can make a difference in discussions with customers and partners. Marketers’ AIDA formula (attention, interest, decision, action) needs to be updated with what turns out to be 3Es: evangelism, ecosystem and experience:
- E – evangelism: establish credible thought leadership supporting the value of the technology’s applications
- E – ecosystem: engage in open discourse, align third parties addressing the end to end of the value chain
- A - attention: raise industry and market awareness, tap into traditional as well as social media
- I – interest: demonstrate the technology’s benefits in a compelling and unequivocal way
- D – desire: articulate a solution that meets needs by making a difference
- A – action: help customers with their business cases and get ready to deliver
- E – experience: strive to provide the kind of quality of experience, QoE, that leads to network effects
So, here is EE-AIDA-E, another “change formula” for innovators to consider jointly with everything else I have already shared so far:
- Innovation and the formula for change –1
- Innovation and the formula for change –2
- Innovation and the formula for change –3
- Innovation and the formula for change –4
- Innovation and the formula for change –5 (this post)
- Demonstrating and introducing new technologies –1
- Demonstrating and introducing new technologies –2
- Demonstrating and introducing new technologies –3
J. de Francisco blogging from Chicago on July 3, 2010
