The VPM Blog

Beyond the Election, Innovators Must Lead

Posted by admin on Nov 6, 2012 4:47:58 AM

Beyond the Election

Win or lose, wherever your Presidential candidate lands this evening, the hard work of putting this country’s economy back on track (and moving towards prominence) will fall on your shoulders -- the capable back of the entrepreneur. Clayton Christensen’s excellent article in the New York Times has been floating around for a couple of days, and it’s worth a read after you cast your ballot.

He outlines three models for innovation and explains a natural cycle between the three:

  • Empowering Innovation – these take complicated and costly products and make them accessible and affordable for the masses; these innovations create entirely new markets.
  • Sustaining Innovation – these replace old products with newer, shinier products; these innovations build out a market and add jobs.
  • Efficiency Innovation – these reduce the cost of making and distributing a product; these innovations free up capital, which can then be directed back towards the beginning of the cycle.

Christensen wades through historical recessions, recoveries and timelines, arguing that (obviously) empowering innovations power periods of recovery and growth. However, he notes that we currently seem to be stuck in a cycle of efficiency innovation freeing capital to feed yet more efficiency innovation. Christensen has some solutions in mind. Just go check it out!

The Space Between

What business do Google and Microsoft have in the UK’s radio market? Real estate, it seems - communications real estate.

Your enterprise may not be interested in snatching up white-space within television, radio and the web – but these markets are worth following. Aggressive, strategic acquisitions like these are a peek inside the beast. What keeps Google and Microsoft’s leaders up at night? Where are they trying to move their company and why? What sort of impact might these moves have on your business and what are the parallel investments you need to be making?

Brands as Party Host

Mass Relevance helps brands connect in logical, mutually beneficial ways. Social media is their anchor platform, but relationships play out across many platforms: concerts, billboards, television, mobile. Mass Relevance has been behind several seriously successful campaigns for Purina, the New York Giants, Patagonia and Wilco. The FastCompany profile of Mass Relevance CEO, Sam Decker, is a quick read and full of good insight.

"It’s not that brands have to converse one-on-one," Decker says, "but they’re the host of the party."

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Author: is Head of Ops & Co-Creative at Verge Pipe Media. Verge Pipe Media assists public institutions, enterprises and the non-profit sector with Imaginative Inbound Marketing strategies + campaigns. We also have a development team chock full of Marvelous Mobile Migrators, poised to help transition our clients into a mobile + social world with custom software, iOS and Android mobile apps.

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