Society is changing, consumers and businesses are changing. This means the commercial strategy must constantly evolve as well: standing still means falling behind. The basic principle of marketing is fulfilling the needs of our target audiences in order to reach optimal commercial results. When those needs change, the company needs to change as well to increase marketing strength and uniqueness. Facilitating this constant change requires investing in innovation. Innovation has to become a key element to the organisational processes.
We pay our bills, lease our cars, hire new staff and invest in new computer equipment. Oddly enough, innovation often falls by the wayside. It's something we'll add if, after paying all the other bills, we still have some time, money and tools left over. But if we want to take commercial progress seriously, we must give innovation a place of its own in our business, and invest a certain percentage of our returns or profits into commercial development. Of course, when doing so we'll use succesful business cases. In times of economic recession, innovation offers the opportunity to become cheaper, smarter, better. It's of utmost importance to keep an anticyclical mind and to use bad times to invest in profitable innovation.
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