Drive Forward with Emotion

Blog

 

Luiz Zorzella takes an adventurous look at two choices innovation-based businesses may or may not choose to pursue to illustrate how emotion is an underlying driver of innovation. 

Companies that decide to compete on innovation-based businesses have 2 potential paths to choose from: with or without “emotion”.

Years ago, my wife and I traveled to the NorthEast of Brazil. There, we went on a tour on the sand dunes on a buggy.

Fifteen minutes into the tour, I was convinced that that was going to be the high point of our trip. The dunes were beautiful, the tour was fun and the driver knew exactly where to stop to get the best pictures.

Then he turned to us and casually asked: ‘so… with or without ‘emotion’

He can speak in code because most tourists already know what it means: do you want to continue the rest of the tour like the first fifteen minutes (which were great) or do you want him to ride the dunes like a lunatic, flipping the buggy and sliding large dunes sideways? That is the “with emotion” option.

Companies that decide to compete on innovation-based businesses have 2 similar options:

 

Points covered in this article include:

  • The two choices
  • The pros and cons of each choice
  • The most commonly preferred option

 

Read the full article, The Exciting Path Of Strategic Innovation, on the Amquant website.