The Role of Creativity in the Successful Commercialization of Disruptive Technology
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We found, fund, and operate companies with a focus on transformative, sustainable technology solutions acquired or licensed from MNCs.
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cre·a·tiv·i·ty:
Dictionary.com definition: The ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.
Here are 5 key aspects of the role of creativity in our process:
Opportunity Identification
Creative thinking is critical to identify the gaps in the market that can be addressed by disruptive technology. It involves envisioning new applications, use cases, and business models that can leverage the technology's potential in the context of unmet market needs.
Communication and Marketing
Disruptive technologies may face skepticism and resistance from potential customers. By pairing creativity with a learning mindset, we can establish a winning customer proposition by deeply understanding the customers’ needs, articulating relevant messaging, and vetting approaches with target customers.
Anticipating Future Trends
Creative individuals and teams need to focus on developing a robust view of future scenarios. Since disruptive technologies inevitably change markets, it is critical that business models focus on a well-informed directional view of where the market is going.
Avoiding Complacency
Disruptive technologies can lead to a temporary competitive advantage, but creative thinking is required to keep asking:
- What changes are occurring in customer and consumer perceptions and behavior?
- What are emerging enterprises doing that may impact our position?
- How can we address/ adapt to strengthen our position?
Attracting Talent
Creativity is required to attract top talent in the start-up ecosystem. At Innventure, we look for entrepreneurial athletes who bring a unique combination of subject matter expertise and the innovative wiring to be part of a winning entrepreneurial team.
Creativity is central to Innventure’s continued success. It drives individuals and teams to ask: How can we be better, smarter, faster, and more entrepreneurial? What else can we be doing to help ensure we are unlocking the full potential of disruptive solutions that are the life’s blood of this enterprise?
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