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Opinion

Why innovation: Rule-breakers and game-changers

April 19th, 2015


This article is more than 9 years old.

As the CEO and innovation adviser at the communications agency U (u-communicate.dk), Mette’s most important responsibility is helping organisations who have lost sight of their very reason for existing – their ‘raison d’être’ so to speak. She reminds them that it’s not about looking good, it’s about being successful.

Like David, it slew the big guy and left royalty to later

When new business models are born, the established industry often reacts with denial or lawsuits.

David and Goliath
But as soon as we humans have tasted the sweetness of Popcorn Time, the ease of paying with Bitcoins and cut our expenses to the accountant, we have new expectations of the established industry. Legal or not – it has changed the game.

When David and Goliath fought each other, David won. Not, as many think, because of his size, his agility or him being smarter. He discarded the established rules of fighting and changed the game, making Goliath unfit to win.

Size does not matter
It is not about being small or big and not about knowing the industry inside out. Size and experience does not make you more or less eligible to win. Apple is big and is still changing the game, Popcorn Time is small and does not know everyone in Hollywood. Actually I believe they prefer not to. They must have something else that makes them the people’s choice.

I do not cheer for people or companies breaking the law. But I see a great opportunity in trying to understand their rules and game. When they annex the world faster than you can say ‘marketing plan’, it means they are on to something.

Understanding human needs
We humans buy what we have desires for. We are rarely conscious of our needs, but we act based on them – by instinct.

So the next time you with arrogance and expensive marketing campaigns try to convince your customers how your service is the best because it was established in 1820. Stop. And start asking WHY the new service is appealing and how it eases their lives.

You may actually end up sending the rule-breakers a thank you note.

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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”