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Noobs beat pioneer

Noobs beat pioneer

The innovator is usually not the one to create a lot of shareholder value for a company. It's not always a matter of being first to market. The key is being the best in the market, and that usually means coming in second, analyzing the best practices and missteps of your predecessor, and then optimizing your processes accordingly. (Remember Friendster ?)

Market pioneers tend to have very limited rewards, whereas firms that enter much later than pioneers tend to dominate markets.

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16 reads

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The latecomer dominates

The latecomer dominates

Even though Facebook, Instagram's parent company, is not known for its innovative approach, it has profited from stealing ideas from other companies. That's where Instagram Stories came from — a blatant rip-off  ...

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11 reads

"Good artists copy, great artists steal."

"Good artists copy, great artists steal."

Jobs adopted a concept from another company and then tweaked into something amazing: the Graphical User Interface (GUI). Even though the Xerox computers with the

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7 reads

Counter the counterproductive

Counter the counterproductive

Innovation for the sake of innovation is often counterproductive. An emphasis on mastering best practices is where you get the highest ROI.

Many marketers are so focused on coming up with newer, splashier methods of delivery that they f...

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18 reads

Borrow, Steal, Transform

Borrow, Steal, Transform

Jobs is the classic example of a corporate leader held up as an innovator in his field. In the vast majority of cases, innovation is less about creating something out of thin air, and more about borrowing (or stealing) good ideas from the competition, and then transforming t...

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11 reads

Second mouse gets the cheese too

Second mouse gets the cheese too

The early bird may get the worm, but the second mouse gets the cheese.

Innovation is important, but only when you combine it with marketing intelligence you lock the creative magic.

Keep your eyes open. Look at your competition. Acknowledge their strengths and analyze their weakness...

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15 reads

The sweet spot

The sweet spot

Between marketing innovation and optimization, this is the sweet spot highlight:

On one hand, you need to know the score in terms of what your competitors are doing — what's working for them and what challenges they're facing. On the other hand, you can combine th...

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4 reads

Look both ours and outside category

Look both ours and outside category

On the Adweek podcast series, CMO Moves , Lowe's EVP, CBO and CMO Marisa Thalberg put it this way: "We need to look to our own category for information, but we need to look outside of our category

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3 reads

Doing something new vs doing something well

Doing something new vs doing something well

In the marketing world, everyone wants to be the next Apple, thus “innovation” is the sexy thing. Whilst the very best marketing strategy to implement may not revolve around doing something new, but it always revolves around doing something well.

Innovation is

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63 reads

Mix and match

Mix and match

Instacart is a great example of what can happen when marketing intelligence and creativity (read: innovation) are aligned.

The company combined two great ideas: food delivery and a user-friendly mobile app.

Its core marketing message was "Groce...

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3 reads

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