DECEMBER  2021

Santa’s Innovation Breakthrough ― 
​Our Annual Cartoon

Insights from New Markets Advisors
What Santa Learned about Innovation this Year!
Our Annual Holiday Cartoon
In 2021, Santa Learned To Challenge Old Assumptions - His Business Looks More Sustainable Than Ever!
Santa learned to question old business traditions this year, and many companies did too. We’ve seen clients re-think their businesses in truly fundamental ways. Here are some questions you might ask yourself to follow in Santa’s (very large) footsteps:

  • Customer targets: Has our target customer changed recently? Are new targets emerging?
  • Jobs to be Done: What are recent behaviors that we think may stick? Does customers’ changing prioritization of their Jobs to be Done open room to compete differently?
  • Product Roadmaps: Given the rate of change, do we have a roadmap for capabilities (both technology and people) that can enable us to move fast on emerging product needs?
  • Commercialization: Is this the right time to re-think what our sales function and sales channels do? Should we be re-thinking the way we price and capture value?

​While we still don’t understand Santa’s financial model, we’ve found that many non-magical enterprises are answering these questions differently than they might have in the past. Disruptions create both threat and opportunity. This holiday season, we hope you celebrate navigating the past two years and look forward to thinking boldly about what the coming year can unlock for your future.

​Featured Working Paper: 
​
Innovation from the Inside Out


Through our history of helping organizations large and small tackle their innovation needs, we have identified eight critical steps to bolster a company's innovativeness. This working paper outlines both organizational-level and on-the-ground steps that you can take to be more innovative tomorrow.​​


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