In response to Bruce Nussbaums post about how transformation is the new concept and innovation is just soooo 2008, I wrote the following:
I think the point you are trying to make is valid, and transformation is a more viable concept than innovation, but your arguments are rather thin. In fact, “It couldn’t get us safely through the troubles of 08..” is a silly remark. This has nothing to do with the concept of innovation but with the people doing it. Innovation is bound by guts and courage (or ‘irrational exuberance’ as people like to say these days), and there is very little of that in the face of severe economic downturn. Transformation gives us more tangible buttons to tweak and therefore more predictable–but MUCH broader–results. It’s innovation + social aspects. NOT innovation 2.0.
For more ‘texture’ (from an advertising perspective), check out what Leland Maschmeyer and the people at Collins: are doing.
What do you think?
Rik is one of the founders of Klatergoud.
He's the marketing director of Intivation, a technology company that develops solar powered consumer devices, and a graduate of Delft University of Technology with degrees in Applied Physics and Strategic Product Design.
He writes about entrepreneurship, design thinking, business models, innovation and marketing.
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