Redefining Innovation with Cristina Constain
Welcome to our deep dive into the world of innovation with Solve Next . In this episode, we’ll explore the crucial role of redefining innovation, the concept of serious capital, the importance of empathy in marketing, and much more. Join us as we walk through the enlightening conversation with Cristina Constain , Head of Marketing at Solve Next.
What is Solve Next All About?
Solve Next is an organization dedicated to transforming innovation for what they call “Leaders of Next.” These leaders are discontent with the status quo and are eager to bring about impactful change. They strive to turn their dreams into reality by unlocking human ingenuity and maximizing their global impact.
“Leaders of next are those leaders who are not content with the status quo and want to change the way things are and changing into what they dream could be.”
The challenge Solve Next addresses is that innovation is often equated with new product development or financial growth, which they describe as “silly capital.” Solve Next shifts the focus to “serious capital,” which encompasses:
By providing tools and know-how, Solve Next supports leaders in turning uncertainty into certainty and manifesting the desired impact.
A Day in the Life of the Head of Marketing at Solve Next
As the Head of Marketing, Cristina and her team primarily focus on listening and understanding their target audience. Their goal is to be the heroes behind the heroes by empowering their constituents with the right tools and knowledge to innovate.
“We want to be the hero behind the hero.”
This customer-centric approach is deeply rooted in engaging in meaningful conversations and using various tools to connect with and address the pains and problems of their audience.
The Importance of Listening and Empathy in Marketing
Marketing is often viewed as loud and disruptive. However, Cristina emphasizes the importance of listening and empathy in effective marketing. Rather than contributing to the noise, Solve Next aims to create meaningful and valuable content that resonates with their audience.
“Marketing in the end is also advocating for what you believe in, the values of the company, the goals of the company, the impact you want to generate, and the product you are trying to market as well.”
In a world where AI-generated content is on the rise, Cristina underscores the need to stay focused on human connection and purpose.
The Role of AI in Marketing at Solve Next
Solve Next stays observant and cautious while integrating AI into their systems. They leverage AI for faster testing and market research through tools like synthetic users. This allows them to gain insights and iterate quickly while maintaining a human-centered approach.
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“We use tools like synthetic users… to generate market research with AI-generated profiles that are very good into testing out or trying to find out, for example, pains problems, trying to get to know your constituent better.”
Their use of the stingray method helps them balance AI’s capabilities with their commitment to human-centered innovation.
The Value of Testing in Marketing
Testing is at the core of Solve Next’s methodology. They embrace uncertainty and view mistakes as opportunities for learning. Their approach involves making small bets, testing hypotheses, and iterating based on the results.
“One of our core values is it’s okay to be wrong. Please, let’s try to be wrong because that’s the way we learn.”
This mindset allows them to innovate continuously and make informed decisions backed by data.
Marketing Campaigns and Success Stories
Instead of traditional campaigns, Solve Next focuses on developing tools and solving real problems for their clients. They prioritize client-centric approaches and build products based on direct feedback from their users. This iterative process ensures the solutions they provide are both valuable and impactful.
Unlearning and Adapting to Change
Cristina highlights the importance of unlearning old methods and adapting to new trends and digital advancements. Staying true to marketing fundamentals while embracing change is key to their strategy.
“For me, the core is marketing 101, what we learned in school… It’s Sedler, it’s all of those behavioral, almost psychological theories that I feel like you cannot forget because you get lost in the how.”
Continuous Learning and Evolving
Cristina and her team stay updated by following thought leaders like Christopher Lockhart and the Category Pirates. Their approach to category building and non-obvious content has influenced Solve Next’s strategy in positioning themselves in a new category.
Final Thoughts on Staying Connected with Solve Next
To stay informed about Solve Next and their innovative journey, you can visit their website SolveNext.com or follow them on LinkedIn. Their emails and newsletters provide valuable information on serious capital building and the latest in innovation.
Stay tuned for more exciting insights as Solve Next continues to redefine innovation and empower leaders of next.
Gerente de Estrategia en Compa?ía de Seguros de Vida Aurora S.A
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Founder PRAC | Solve Next Partner | Purpose & Conscious Driven Business Developer
2 个月Thank you so much Andrew Gottlieb for having me. It is always a pleasure to dive into how empathy-driven marketing can create meaningful impact and the importance of taking innovation seriously. Looking forward to continuing the conversation and hearing everyone’s thoughts!