“Creativity isn’t a luxury, it’s a necessity!” , says Duncan Wardle. With these words, the former Walt Disney Company’s Head of Creativity & Innovation argues that creativity can give companies a competitive edge. He refers to tech giant Apple as an example; this brand became a synonym for creativity; it also dominated BCG’s top 50 list of most innovative companies for the last 15 years.
Managing Partner | Head of Consumer ConnectionHenk.Pretorius@insites-consulting.com
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All of us everyday consumers can share our everyday needs and frictions; but only a limited number of people can signal ‘things to come’, thereby curating the future. Those are the ones living on the edge – heavy users, trendsetters or early-adopters; they know precisely what is hot and next in a particular area.
Any idea what the ‘Facebook Phone’, the ‘Microsoft Band’ and ‘Apple’s butterfly keyboard’ have in common? No, it has nothing to do with technology; all three products failed, with ‘a misfit with the market’ as most cited reason.