重新定义“创新”的时候到了
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4. 拥抱社交媒体，但不要跟风，简单地把它们当作营销的平台。正如作家兼麻省理工学院（MIT）研究员的格兰特•麦克拉肯最近在《哈佛商业评论》（Harvard Business Review）博客中所述，可以把它们视为产品和服务理念的免费调研平台。不要一出现（Pinterest和Tumblr这样）的新型大众社交平台，马上就本能地作出反应：“我们马上开通一个公司帐户来进行市场营销！”没错，有时候，努力保持与时俱进很可贵。但它也可能导致时间和资源的浪费。倒不如让员工花些时间用这些网站寻找当下的灵感。让员工看看Pinterest上有没有什么有待发现的文化趋势、审美趋势、甚至行为趋势可以给我们现有的项目提供一些帮助。这样的练习可以能成为专注而有益的研发活动，最终产生切合时代的新点子，从而真正用好社交媒体。最妙的一点是，它基本上不用掏钱。 当然，这些建议仅仅是抛砖引玉，若要契合贵公司的目标，肯定还要进行调整和改变。因为如果不这样做的话根本就不可能真正具备创新者的思维。 多琳•罗伦佐是国际化创新公司青蛙设计（Frog）的总裁，该公司的母公司爱瑞森特集团（Aricent Group）的执行副总裁和总经理。多琳负责推动青蛙设计公司的企业战略并监督其全球运作。在为这家公司效力的14年里，她在公司重组中起到了重要作用，使其从一家传统的小型设计公司变成了世界上最著名的国际化创新公司之一，与众多的财富500强客户进行了广泛合作。她还是2011-2012世界经济论坛（World Economic Forum）新兴技术全球议程委员会（Global Agenda Council on Emerging Technologies）的成员。 译者：老榆木 |
4. Embrace social media as something other than me-too publicity platforms. Instead, consider social sites as free research for product and service ideas, as author and MIT research affiliate Grant McCracken suggested recently in a Harvard Business Review blog post. Avoid having the typical, knee-jerk reaction to every new, popular social platform--from Pinterest to Tumblr, which is "let's immediately get a company account and use this for marketing!" Yes, sometimes this can be valuable, in an attempt to show you're staying current. As tempting as this is, it can lead to wasting time and resources . Rather, truly stay current by devoting staff energy to using these sites for timely inspiration instead. Ask staff to see if there are cultural, aesthetic, or even behavioral trends waiting to be discovered on Pinterest, for instance, that could feed into a project that's in place. An exercise like this could be focused and useful R&D-related activity that can lead to new, timely ideas—and make wise use of social media. Best of all, it's generally free. These tips are just starting points, of course--and are certainly meant to be edited and altered in any way that fits your company's goals. Because if you didn't attempt to do so, would you be thinking like a true innovator? |
