Articles

Why is it that test markets for a new product concept are often very enthusiastic, but that enthusiasm fails to materialize at launch? Why is it that test markets for a new product concept are often very enthusiastic, but that enthusiasm fails to materialize at launch? As entrepreneurs, marketers, and product developers know, consumers are notoriously fickle in their responses to new products and often are not able to give accurate feedback regarding their reactions and purchase intent.

The mashup phenomenon isn’t new but it’s no longer a novelty, it’s now the norm. The term “mashup” is also gaining usage to refer to the juxtaposition of industry leaders and startups as they come together through incubators and accelerators to develop new ideas and businesses. Strategos helps foster business mashups on a client by client basis through our use of cross-function, multi-level client core teams and workshops to reach more voices. Mashups aren’t just for pop music. Be open to mashups in your organization and let that energy and learning lead you to new areas of growth.

Our work has focused on helping clients to create and realize innovative strategies and new offering concepts. But what about the entire management infrastructure that an organization uses to deliver value to its customers? Our thinking led us to a “principles-based” approach to management innovation.