MANILA, Philippines - “Do not copy. Make things that American companies would want to copy,” said author and internationally known “thought leader” Guy Kawasaki.
Headlining Globe Telecom’s recent Enterprise Innovation Forum (EIF) at the EDSA Shangri-La Hotel, the former Apple executive gave this bit of wisdom and more when he outlined a 10-point definition of innovation and how companies can leverage it to grow business.
Innovation is about making meaning, began Kawasaki, and can be about democratizing certain activities – such as computing, information, and commerce. Companies must also move beyond the traditional conception of the mission statement, and replace it with a simple “mantra” to explain succinctly and clearly what its service or product is about.
Kawasaki, now chief evangelist for Canva, a graphics-design online service, warned: “Do not define yourself by what you do,” which would prevent a company from evolving or innovating. It behooves a company to change activities so it could adroitly adapt to what the market wants. “Step back from what you do and (look) at benefits to customers.” He cited companies such as Uber, Airbnb, and TaskRabbit, that have “jumped the curve” when faced with a call to evolve. Company brass must not be afraid to take risks.
There was a lot of good old-fashioned common sense as well in Kawasaki’s talk. For instance, rather than changing a product or service to win over people who don’t like it, the speaker suggested to find out why people like it – and “give (them) more reason to like the product.”
“Great products,” he insisted, “polarize people… it’s either they love or hate it. The danger (is if) you’re irrelevant.”
In response, Globe president and chief executive officer Ernest Cu later maintained that telco executives in general are told not to “disturb the dividend.” “(However) we are not like that in Globe. We try new things and revenue streams.” He added that the trend has been for businesses to be customer centric. “You can’t change that trend,” Cu underscored, and continued that Globe’s business entails balancing innovation and operational viability. “One funds the risk-taking of the other.”
EIF 2014 attendees were treated to a myriad of breakout sessions on a wide array of subjects such as corporate culture, enterprise mobility, the Internet of everything, the future of networks, cybersecurity, and digital lifestyle empowerment.
In a release, Globe Business officials said that the “EIF’s wide range of speakers and topics was geared toward empowering and inspiring the business community, earmarked to enable corporate leaders and managers to keep abreast of new developments as well as stay ahead in their respective industries.”