While many companies thrive by sticking to what works, sustained success requires constant reinvention. According to innovation expert Adriana Delor, the key is adopting a “clever as usual” strategy. With over a decade leading innovation for major brands, Adriana understands how critical it is for companies to continuously evolve amidst an ever-changing marketplace.
Recently, Adriana outlined three compelling reasons that call for companies to reinvent themselves on an ongoing basis.
The Trap of Complacency
“Nothing lasts forever,” Adriana asserts. “You probably did something right and you’re doing really well. People are loving your product, just like their favorite song they play over and over again until it becomes less special.”
She illustrates how complacency creeps in using the example of Verizon. “Verizon used to be famous for their ‘Can you hear me now?’ slogan when they had the best reception. Now good coverage is expected. It’s a commodity, no longer a differentiator.”
According to Adriana, no company can rest on its laurels. As market dynamics shift, today’s winning formula can quickly become outdated. “If you’re not looking ahead and staying a few steps ahead, you’re really missing out,” she warns.
Competition Always Looms
In Adriana’s view, new competition is always on the horizon. “Even if your business is great, something new is just around the corner,” says Adriana. “You won’t notice a huge change overnight, but over time, your churn will increase by a fraction of a percent, and will keep going.”
She believes companies need to be proactive, not reactive. “Start now with a ‘clever as usual’ strategy, and I’ll explain “how” shortly. But first…”
Disruption is Inevitable
“Disruption has become a positive thing,” Adriana states. “To disrupt a business or industry is something people admire. If you’re doing well, someone is looking at your success and thinking they can do even better.”
No company is immune from disruption, regardless of size or industry. As Adriana puts it, “Someone is targeting you, thinking they can take what you have and take it up a level.”
The time to reinvent is never too early, before competitors disrupt the status quo companies have built. So how does a business adopt this “clever as usual approach”?
Keys to Continuous Reinvention
Adriana’s “clever as usual” strategy distills down to three key actions:
Understand How People Spend Money
“How people spend today is the biggest indicator of how they’ll spend tomorrow,” says Adriana. Tracking how consumers distribute their dollars (in areas adjacent to yours) provides insight into future spending habits and new market opportunities.
Tap into Emotions, Impulses, and Aspirations
Beyond basic needs, Adriana notes that, “We buy on emotion.” Companies should identify the feelings and aspirations their audience seeks. If a brand doesn’t align with desired emotions, demand can quickly shift elsewhere.
Observe Daily Routines
“Understand people’s routines before, during, and after using your product,” Adriana advises. Mapping customer journeys from start to finish reveals pain points and moments of delight to inform reinvention.
With the right level of consumer understanding and imagination, Adriana believes continuous reinvention can become second nature. “If you can get inside the minds of your customers, reinventing your product will be obvious and successful,” she concludes. “Soon you’ll be teaching this instead of me.”
Whether an established enterprise or promising startup, every company must stay clever to remain relevant. By embracing constant evolution, brands can keep delighting fickle consumers and sidestepping emerging competition. If you want you learn more about Adriana Delor, you can contact her via LinkedIn profile or visit her website.
