Innovation - Now or Never

The last two years represented a time, when what was expected to happen in 5 years was enormously anticipated. Whether because of the end-game feeling or a bold mindset, several companies were forced to place their processes in the cloud and take on services like video conferencing, now active by one click. ?They turned their stores into e-commerce. They found out a virtual store could go beyond the factory. And at the end of that period, they would have a really different world.

The point is that not everyone believed that the pandemic was a driver for investing in innovation. Unfortunately, there were companies that didn't come out of the square. They stayed waiting for the improvement of economic environment, before investing in new approaches and experimentations.

That's the problem. We always live and will live in the face of uncertainties. What matters is that we are always restless in the face of the static scenario. There are movements around us, signaling that something new is about to happen.

This is evident when it comes to media. Something new is behind the retail media, which builds a shortcut to get to the (virtual) point of sale. Various gaming environments suggest that there is a new point of contact with consumers. The 5G, in turn, signals that the experiences, which brands create with augmented reality, generating a preview of their products, such as glasses, hair color, will be much more fluid. The live-commerce uses the content generating sales in a format, which tells the history of the product. The TV has a cousin called CTV. It is the TV with all its strength of content, connected to the internet and with the data that enable the magical creation of context.

But why are there brands that try to discover new things, even in the face of uncertainty? Because the new consumers are like that. They don't want to be convinced. ?They want to convince themselves. We're in the “maker” era. Consumers are adept at experimentation. ?If brands don't connect to this new consumer style, they'll be “canceled".

The challenge is to test, experiment, learn and evolve. This is because something goes wrong or because we find something that generates insights into the business. For this to happen, brands cannot launch experimentation with old success metrics. How do we launch to test a new format, if we're stuck with metrics that mean old things? Innovation produces different results and leads us to have different measures.

How do you overcome the fear of making mistakes? Planning. Setting a time to reap results. Exploring business models where it doesn't "pay to see". Reading and criticizing data and trends. Making bets. Yes, because innovating is to create the new trying, then to get it right. It's not an exercise. It is a learning process and rapid evolution.

The authors of the book “No Rules Rules” teach us in an almost categorical way: "for developing an innovative, fast and flexible team, leave things go a little loose, welcome constant changes and do not distribute sheet music or assemble an orchestra".

The world gets better at the sound of jazz!

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