in Business Design

Open, Subsidized Innovation

The company suggestion box is growing in size and sophistication. Taking a cue from the software industry which subsidizes innovation by letting passionate customers beta test new products, companies like Bose are setting up forums for ideas. They recognize that innovation needs to be open, tapping creativity from inside and outside the organization.

The system that Bose is using, Informative, stresses the importance of the brand relationship. It’s interesting that they go for this softer, more ambiguous benefit than simply saying they help commpanies harvest more ideas. Though they do realize this is a conversation and not just direct mail in reverse…

Our real-time interactive communications tools allow us to engage large numbers of consumers in ongoing, concurrent dialogues, and our patented systems explore these conversations and consolidate actionable insights based on what your customers want and need right now, next month, next year and beyond.