Innovation & Creativity: a strategic investment

Innovation and creativity are a strategic investment. Beware of spending time and money on pretty, shiny and/or new things with no strategic foundation or direction. 

I have chosen my words very carefully. There is a distinct difference between investing and spending (wasting) money. 

Marketing should always be an investment vs budget or spend. But I have recently seen a number of clients spending money on tactical activities with no strategic direction or foundation.

Whether design, NPD, media, communications, or brand-customer experience, the intention of innovation and creativity should always be to gain ROI. Or at minimum to ‘test and learn’ to understand if and how it gives you ROI. 

smartrobbie

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