Existen 3 principios generales para emprender, que se resumen en lo que nos gusta, lo distinto y lo bien hecho, y se traducen en:
- Afinidad: uno innova mejor cuando hace lo que le gusta.
- Bisociación: mezclar dos cosas diferentes, pero tampoco opuestas.
- Calidad: se deben hacer las cosas bien desde el principio, manteniendo siempre la calidad.
De estos principios se desprenden las 8 claves de la innovación:
Innovás cuando combinás bien
Innovar se trata de mezclar bien y de forma distinta; el valor, está muchas veces ahí. Hoy la innovación no busca reemplazar lo que ya existe sino hacer propuestas concretas para un momento concreto.
Innovás cuando recomendás bien
Hay que entender cómo recomendar algo a la gente, y se debe construir la capacidad de recomendación. Los tips para recomendar bien:
- Hacerse buena reputación (percibida o real).
- Profundidad: saber más que el promedio, ser experto en lo que hacés.
- Eficacia: las recomendaciones deben funcionar, los justificativos son relevantes pero lo que más importa es que funcione.
- Plasticidad: ser claros con los novatos, y dar guiños contundentes a los fanáticos.
- Insistir: ya que no siempre nos enteramos cuándo los consejos funcionan, porque no todos agradecen.
Innovás cuando creás buenas propuestas
Para tener impacto innovador todo proyecto debe contener:
- Novedad (lo nuevo)
- Normalidad (lo actual)
- Nostalgia (lo de antes)
En resumen: se debe combinar lo tradicional con lo nuevo.
Innovás cuando solucionás
Se soluciona cuando la persona «siente» que resolvió el problema o la satisfacción con el producto o servicio. Siempre se debe pensar en lo que desean las personas, para solucionar ese deseo.
Innovás cuando compartís un proyecto
Las marcas actuales se caracterizan por tener un propósito claro y fuerte, estar compuestas por grupos que creen y comparten su historia, formar parte de un ecosistema que tenga las mismas creencias, tener validadores que den credibilidad al proyecto, y un público dispuesto a valorarlo.
Innovás cuando entendés mejor
Se debe entender qué quiere la gente y qué valora, para saber qué dar y qué no.
Innovás con autenticidad
Ser totalmente auténtico con lo que se propone, esto le da más valor. Las marcas son auténticas mostrando todo lo que hay detrás del producto.
Innovás cuando no te preocupa la copia
«Si te preocupa que te copien, no hagas nada, porque cuando te copian es porque estás empezando a innovar», finaliza la conferencia Eduardo Kastika.
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