Brace yourself ... the rules of consumer engagement have changed.
Your customers no longer care about legacy - what matters to them
is how you are innovating into their world today. The classic
'solve a problem' approach that industry giants have always
employed is no longer relevant. Consumers want switched-on,
creative responses to their needs and desires. In Relentlessly
Relevant, business guru Douglas Kruger explores the field of
innovation, reducing its subject matter to the simple starting
points you need to become an industry trendsetter. It pinpoints the
levers within your own business crying out for innovation, as well
as the areas you should leave alone at all costs, and it teaches
you to change your traditional way of thinking, altering how you
relate to your customers' immediate reality. Using examples from
local and international brands, this book shows you don't have to
be a tech giant to innovate, but you do need to know how to think
in the right patterns. This is a business imperative. Innovators of
today will own their industries tomorrow by constantly asking, 'How
can we become relentlessly relevant?'
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