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Wednesday, February 25, 2009

Generosity: A Product of an Innovation Economy, not an Efficiency Economy

we've been talking a lot about Generous Brands here at fallon, and a point i've been making about why clients need to embrace Generosity is that this country is moving beyond a business climate driven by supply-side thinking focused on maximizing efficiencies, and into a business climate driven by demand-side thinking focused on innovation, ideas, and offering new forms of value to customers. supply-side brands create communications that serve their own needs, but demand-side brands create communications that serve customers' needs... in other words, they create communications that are Generous.

traditional business consultants like McKinsey are going to be less valuable in the future (a business can only get so lean), and new model innovation consultancies like IDEO are going to be more and more valuable (businesses will always need to create new value for their customers). agencies can learn a lot from the processes and the kind of work these innovation consultancies emphasize as we continue to redefine our role in the future. having worked alongside a couple of these companies, i can say that what they do is a whole lot like what we do, but they're probably packaging and merchandising themselves better than we are (for proof, check out how many times IDEO has been profiled in BusinessWeek over the past few years).

this short businessweek post by design columnist bruce nussbaum makes this point pretty well, using some of obama's initial actions to illustrate. thanks to alyson for pointing me to it.

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