Companies that do not innovate get left behind.
In this module, you will first learn to appreciate the value of putting the customers at the center of your business and the latest thinking in customer centricity and how to develop positions of competitive advantage.
Most companies say they’re customer focused yet consistently fail to deliver solutions to the problems their customers care most about. That’s because divisional and brand silos most firms are organized around make it impossible to adapt quickly to changing customer needs. In an era of ranging commoditization and eroding profit margins, survival depends on staying one step ahead of your customers – not just giving them what they say they want but also anticipating what they’ll want in the future even if they can’t articulate it yet and finding innovative ways to deliver it.
Participants will learn about companies who drive growth and increase profitability by immersing themselves in the lives of the customers. Instead of pushing their own offerings, these firms must work from the outside in identifying current and potential customer problems and then providing seamless, integrated products and series that address them.
Customer centricity puts the customer right in the middle of the innovation process. Solving customer pain points is imperative in developing new solution and offerings.
You will then learn best practices on innovation: 1) to distinguish between core and disruptive innovation; 2) the fundamentals of creativity and understand the key organizational elements that create a culture of innovation and risk taking; 3) what innovation management is, including how to turn creative breakthrough business innovations with high potential; and 4) how to bring innovative ideas to fruition and address organizational blockages to effective innovation. You will be analyzing and learning from case studies of the most successfully innovative companies in the world.
