Full innovation: Pull=Align, Push=Create
Recently an article in Harvard Business review titled, “Aligning with the Consumer Decision Journey” discussed the value of “the loyalty loop” and it’s value to the firms core ethos. Oddly however this is only 1 of two or more basic models. In short it is the corner stone of the quite valuable factor of: “the customer is always right” an adage that creates incredible loyalty in its own right. The question however is what value is asking groups who are primarily basing the understanding of “new” as an extension of the old. Aligning then is a pull strategy.
Aligning with the consumer can be viewed as a mechanism for outsourcing “newness” to the group – that the social consensus holds more collective vision than a core team of specialized creators – the European model. Oddly, from within the design world: aesthetics, visual direction, and even in many cases functionality, specialized creators vastly push father than collective alignment.