Adding storytelling to technology in developing ‘Innovation Relations’

An agency keen on creativity cultivated this practice dedicated to building reputations for innovation leaders. Here are the steps in its evolution.

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As a passionate public relations professional, I am always evaluating new ideas and business models that benefit our clients and inspire creativity and growth.

Thus, I am an eager seeker of research on target audience attitudes and perspectives to shape my thinking. Research from the media and other sources is all around us.

While perusing research a few years ago, I was quite intrigued with the following data:

Every executive knows that for a business to succeed, innovation is crucial. The above data prove it.

Unfortunately, innovation is a term that is greatly overused and means different things to different people. So, what does it really mean?

One of my favorite definitions is the following: “Innovation is creating new value and/or capturing value in a new way.” Another definition says innovation is “the action required to create new ideas, programs or products, which when implemented, leads to positive effective change.” Both definitions were created by innovation experts.

From my own experience, I’ve observed that innovation is often linked with technology. Based on the above data I can also see why so many companies are touting that they are building “the future of x industry” but offer little proof of impact. There is confusion out there.

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