Business strategy: talk is cheap

For anyone seeking business advice and assistance – whether in strategy, marketing, advertising, sales or innovation – there is one overriding metric that should underpin every purchase decision you make: “will it add value?”

Hollow words?

Many web sites, brochures and promotional banners from consulting and training firms carry endorsements from previous clients.

These can and should be a powerful aid in your decision making process. But beware – if such words of endorsement do not carry the person’s title, name and organisation, they are simply hollow words that are best ignored.

When it comes to delivering innovation outcomes, the truth is the only question you should be asking is “what innovations have resulted directly from your engagement?”

Between lines

Beware however of misleading endorsements and claims, not dishonest by design, but misleading by omission.

For example, a stunning patented breakthrough product we delivered – and which is now on display in an Australian Technology museum – bears the title of the “creator”.

That title unwittingly misleads people to think these people were the inventors when in fact these people did nothing more than the industrial design. They simply made this amazing technology which we created, look pretty.

Of course, this is not to detract from their design effort.

But in exploring your innovation provider, make sure they are able to back their word with real tangible outcomes. Make sure you are dealing with doers, not talkers.