When talking to clients about their business goals, most business executives are pretty clear as to what they want to accomplish, such as reducing customer churn or reducing inventory costs or improving quality of care or improving product line profitability. But these “one dimensional” business initiatives really don’t push the organization’s innovative thinking. For example, I can easily reduce marketing costs if I significantly reduce advertising and promotional spending. Or I can easily improve product line profitability by cutting all marketing and advertising spending and laying off anyone not directly related to manufacturing and sell products.
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