Innovation

At times of recession innovation is even more important.  Remeber when thinking about innovation you can have innovation in various forms:

marketing innovation (to do with business models, service elements)

process innovation

product innovation

Many of my customers do not think about the first and confuse the last two.  They like to go for the breakthrough product that will change the world and earn them a fortune when in fact they have little chance of being able to make such a product andno cahnce at all of getting it to market, at any price.  Most tanners, but of course not all, need to work on process innovation.

When tanners do work on new products they tend to romance the product too much and forget about any needs the final consumer might have. As one of my clients in the brands and retailers sector tells me tanners need to think of:

Real innovation that people are willing to pay more money for versus marketing verbiage with no real substance

It is always a shame when big money has been spent creating cleverproducts with no sell through value to the consumer