Saturday, November 19, 2011

Why Winners Win

Winning businesses win by innovating.

But innovation that isn't communicated doesn't cut it.

Winning businesses communicate their innovations to customers.

I pity the tens of thousands of truly talented technologists, engineers and managers who don't "get" the inexorable truth of that statement.

They will innovate. And they will still lose.

Why? Because they'll skimp on marketing or—worse—leave the job to juniors.

The solipsist asks, "If a tree falls in a forest and no one is around to hear it, does it make a sound?"

The marketer asks, "If a business comes up with an innovation and no one hears about it, does it have a real innovation?"

Steve Jobs (as quoted in the new biography Steve Jobs) said it well.

"You can't win on innovation unless you have a way to communicate to customers."
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