A few weeks ago we had an amazing session at Bengaluru Nasscom 10,000 Startups warehouse with Sonia Manchanda (Co-founder SPREAD) and Bruce Nussbaum (Author of Creative Intelligence). The workshop was about creativity competencies and why startups should be focusing more in the people and less in the technology behind it.
A lot of the discussion and conversation happened around creating meaningful value for customers – or as Bruce said – Mining for meaning. Bruce example on how Lenovo beat HP in the computer marketing by just learning from their customers what was the meaning of a computer for them. PCs were wedding gifts in China – Lenovo leveraged that – and instead of investing more on tech – they created bigger and more visual appealing boxes. The result? More market share in China.
The value of reframing and Tetra Pak case – where the key insight was on how people wanted to be able to drink their juices, sodas and water on the go – not standing. Powerful case on how reframing played an important role on a design decision that brought a huge impact on the market. Again how design affected business and vice-versa.
I had a chance to talk to a few of the participants at the end and ask them what was the main take away from this short but powerful session about creativity and I was pretty excited to hear the answers. Most of the participants have their own startups and business ideas and they felt really empowered to know that creativity can play such an important role in their business – how they can reframe their challenges into opportunities effectively to truly create meaningful experiences to their soon-to-be customers.
It’s more about love than technology – as Bruce brilliantly said on Economic Times of India – “If Flipkart wants to take on Amazon, it must think beyond technology about things it can offer customers in the Indian context to leverage its home advantage.” (read the whole interview here http://goo.gl/qd7Jul).
As usual – I could not be happier – it’s like being in the eye of the hurricane (while the hurricane being one hell of a startup ecosystem full of talented people and unique knowledge) + chappatis and parotas to add! =)
I am a lazy writer – whenever I decide to write up about something – there is a pile (already) with new things for me to write about.
I cannot promise but I will make an extra effort to keep this space more up-to-date! =P
I will also try to share more of my insights and perceptions in a better format – visual and examples – it’s not only about the sharing but it’s also good for me to keep track on how my perceptions will change in time – Thanks to whoever is reading this – you are awesome! =)