Tom Wilson03.09.17
The buzz word in every company is ‘innovation.’ Years ago it was ‘insight’ and before that there were hundreds of words that marketers used, but rarely fully understood or practiced successfully.
Over the course of my career as a corporate executive, entrepreneur and now as a positioning and innovation ‘expert’ I’ve learned that innovation requires each of the following:
A good vision and imagination.
A strong understanding of what problems your customer faces.
Simplicity in the positioning of the new idea.
Flawless execution in the marketplace.
These tenets of innovation hold true for just about any category in which you compete, and to illustrate this point I’d like to share three examples.
Let’s begin with shower curtain rods. Arguably, one of the most boring categories you can think of.
Over the years, shower curtain rods had been line extended to death with the introduction of a
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