Innovation keynote speaker Jeremy Gutsche argues that customer obsession is the key to breakthrough ideas and innovation. During his keynotes and throughout his book -- which you can read for FREE here -- he states, "Breakthrough ideas and disruptive innovation stem from a deep understanding of the customer."
This concept of customer obsession is closely connected to another idea Jeremy explains in his book -- emotional connections. Invoking an emotional connection with customers will make the message of a brand more memorable.
To help readers grasp this concept, he references the image of Iron Eyes Cody from the 'Keep America Beautiful' campaign to encourage people not to litter.
"Titled 'Crying Indian,' the ads featured Iron Eyes Cody shedding a tear after a motorist throws trash from a speeding car.
Although the image dates back to 1971, people remember Iron Eyes Cody because he makes an emotional connection."
By making an emotional connection, the memory of a brand's message can become timeless.
Innovation Stems From Deep Understandings of Customers
Jeremy Gutsche Discusses Breakthrough Ideas
Trend Themes
1. Customer Obsession - Deep understanding of the customer is necessary for disruptive innovation and breakthrough ideas.
2. Emotional Connection - Invoking an emotional connection with customers makes the message of a brand more memorable.
3. Timeless Brand Messaging - Making an emotional connection can make a brand's message memorable and timeless.
Industry Implications
1. Marketing and Advertising - Industries that deal with brand messaging (e.g. advertising agencies) can leverage emotional connections to communicate better.
2. Customer Experience Management - Customer-oriented industries need to understand customers' needs to provide better experiences.
3. Product Development - Innovation in product design and development can emerge from customer feedback and insights from their emotional connections to products.