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Innovation VS. Renovation
Posted by Janet Rouss
When does a house reno become an innovation?
Canadian Tire just bought a house, a real house in a real neighbourhood. They’re renovating it to demonstrate their selection of DIY products. Then they'll flip it to make some money for their Jumpstart charity. A great innovative marketing initiative but what's so innovative about a home renovation?
The word innovation is overused, abused and misused. Not only have they used the word innovation 3 times in this one poster, but also it's misleading. Innovation... Bring it on. What does that mean? Are they taking on innovation as a challenge? House of Innovation... come on! What are they doing that any average homeowner couldn't do? And isn't that exactly the point they’re trying to make? How is a home renovation innovative? Yeah, I get the new products and services but really.
What’s up with the blatant overuse of this word. Perhaps the brief asked for innovation and that's literally what they wanted. Is the word really that important to the average Canadian Tire shopper or is it just a trendy buzzword to satisfy the business community? If you don't actually say the word will people not recognize it as innovation? Does it negate the innovation altogether?
I’m seeing this copywriting trend everywhere. Is the word innovation the 'new' green in marketing terms? At least ‘green’ meant something to the general public. Innovation in this use just doesn’t hold the same emotional meaning. What do you think?
Walk a mile in these shoes.
Posted by Janet Rouss
Process and systems innovations are responsible for some of the highest return on investment. Many of these are innovative enabling systems for employees.
I must confess, I love shopping for shoes though with my specific needs, I am very particular. After searching the vast selection, I am always thrilled to find the perfect style. Now the sales person who has been hovering disappears into the back anxious to connect me with my new acquaintances. Only to reappear 5 minutes later regretful and empty handed.
Think about the cost of that sales person searching for shoes and not selling to more customers. Not to mention the frustration of my valuable time wasted.
The last time I shopped for shoes, the store had touch-screen inventory checks that saved the sales person from having to run to the back each time a customer wanted to try on a pair of shoes. Voila! An innovative enabling system to streamline the sales process.
Anywhere there is a process or system, there is an innovation waiting to happen. Your front line workers are best equipped to find innovative solutions. So reach out to the ones who know the system or process. Ask them what works and what doesn’t. Let them provide the insights for your next innovation. Create a culture of innovation that empowers all your resources to safe time and money in the process of your business.
What adaptation or innovation would make your systems run smoother, faster or more efficient? Where have you seen an innovation that enables people to do their job better or with more added-value?
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