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Don't be a lightweight: Renovate, then innovate

Posted on July 06, 2007 by Sarah Eaton.

Sergio Zyman, the manager of New Coke, described in this summary as "one of the greatest innovation busts of the 20th century," draws from his experience and shares his ideas about the best way to approach company growth in "Renovate Before You Innovate." 

Did we read it?  Nope.  But we read the summary:

Kathryn Regina

Wow, this summary is full of formulas and acronyms. But I think it offers some useful information. Many companies think of innovation as developing new products, and overlook opportunities to find new value in current services. It’s also good to start with “new growth opportunities that are consistent with what consumers have shown they’re willing to buy,” and then decide whether your company is able to offer those services or products. Companies that operate inversely will often shell out a lot of money on a fancy product that gets little response in the marketplace, because it offers no real value to customers.

Vanessa Day

After reading the summary of "Renovate Before You Innovate," I have started to see the importance of altering products to please the consumer. Sergio Zyman discusses the beauty of renovation within a company, rather than innovation. He believes strongly that it’s smarter to do “better things” with existing assets, and that innovation can ultimately run a company into the ground if done improperly. His main point is to figure out what the core essence of your business is, because that is “who you really are as a company.” This essence is what consumers relate to, and it’s the most important part of any company, because it creates a relationship with customers.

Brian Pinkley

The current business fad of innovation is highlighted in the summary of “Renovate before you Innovate”.  The authors provided a fresh perspective on this current trend and explained some of the hidden pitfalls.  So many businesses today are quick to latch on to new ideas rather than trying to improve the old products and services, wasting assets in the process.  The reconstruction process is a way to challenge a business to meet customer expectations while becoming a more cohesive unit in the process.

Emily DeMarco

“Renovate Before You Innovate” is a book about how to revamp your company to improve marketing and sales over the competition.  The author, Zyman, emphasizes that it is more important to expand your current product base rather than come up with an entirely new, unique idea.  Coke becomes a consistent example for understanding this concept.  Zyman brings up that “diet soft drinks were not introduced by Coke,” yet Coke managed to be a “Leader Forced to Follow” (and who honestly prefers Diet Pepsi now?)  In addition, New Coke was a “disaster.” Therefore, when Coke simply renovated its original “core essence” rather than innovated, the results were dramatically superior. However, this article begs the question of: Doesn’t renovating take an innovative thinker?

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July 6, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, Newsletter solution, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink

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