clients dont want great ideas

05/14/2007 07:39:16 AM (1)
Business Week recently conducted a survey amongst senior executives on the topic of innovation. One of the questions struck Influx as being especially interesting; the obstacles to return on investment for innovation.

The barriers aren’t exactly what you expect them to be, for example, clients don’t seem to have a problem generating the ideas, it’s the implementation that’s the issue.

Clients need help in areas beyond the creative generation of the ideas themselves.

Specifically, clients want help in the following areas...

-    Becoming more comfortable with risk
-    Streamlining the internal co-ordination process
-    Identifying the right opportunities
-    Bringing relevant consumer insights to the table

It appears clients want strategy and process, more than creativity a notion that runs counter to the thinking at most communication agencies.

Obstacles to Return on Investment from Innovation
 
Tags: creativity (14) insights (1) ideas (6) innovation (11) businessweek (1) strategy (4) survey (1) accountplanning (5)

Comments
Experience with a Major Retailing Client
I work at a digital agency and with our client (a major Fortune 500 client), the experience has been the same. We're tasked with innovation which we deliver via great ideas/insights but we are also tasked with thinking through the practical implementation issues surrounding these ideas. Instead of delivering great ideas, you need to deliver great executable ideas which take into account resourcing, internal politics, company culture (risk averse?), etc. All of these things need to be aligned for great ideas to go from drawing board to reality.
Posted by Roger Wong on 05/14/2007 02:20 PM
It appears you don't have Flash installed.
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