Creative Consumer Innovation Driven Masterclass 2011

People are paying more attention to innovation these days for two basic reasons. First, today’s hottest companies are innovative. There are, of course, the companies known for innovation such as GE, Cisco, 3M and Intuit. As well as Apple that has gained headlines with its highly innovative iPad and iTunes product and service line. Secondly, it’s now clear that innovation is the only way any company can meet the relentless demand for growth in today’s information and competitive market.

Furthermore, companies today are dealing with a new type of customer; one that is more educated, better connected, and infinitely more creative and resourceful than at any time in the past. Today’s customers expect to be heard; they are unwilling to be mere consumers, passive and invisible at the end of a long value chain - instead they want to be collaborators and co-producers of the products and services they consume. Hence, this new handshake represents a fundamental shift in the way organizations create customer-value.

What does a company do after it gets all excited and motivated about collaborating with customers? How does it engage them in re-shaping its marketing and innovation efforts?

This 2 days comprehensive yet in-depth training course with the course facilitator helps bridge this gap. Using a simple and easy-to-understand framework, Listen-Engage-Respond, and numerous case studies from around the world, the course facilitator helps participants shake hands with a core set of thinking and action tools for implementing a new platform for thinking of and implementing marketing and innovation activities in their own companies.

This training course emphasized on the point that for ongoing customer value innovation to become a part of the DNA of the organization, it is important that the company move from an internally focused concept of customer value creation, to a more open, collaborative model of co-creating valu