On Tuesday, I attended the Front End of Innovation conference in Amsterdam. It was good to see innovation leaders from a wide range of companies in attendance — to me it was a small but important sign of an increasingly stable global economy.
I provided a few thoughts in the morning, and then heard a fascinating presentation from Patrick O’Riordan — global director of innovation at Anheuser-Busch InBev. Here are some of his lessons for innovators:
Explain strategic objectives in simple terms. AB InBev is the world’s largest beer company. Its strategic objectives are to increase SOB (share of beer) and SOT (share of throat). It can achieve these objectives by getting consumers to switch to its products, consume its products in new locations, or attract new consumers. I’m guessing that the simple and immediately memorable language brings great clarity to AB InBev’s innovation efforts. Importantly, it clarifies things that InBev won’t do, which is an overlooked innovation enabler.
To read the full, original article click on this link: Four Innovation Lessons from Anheuser-Busch | Business News
Author: Scott Anthony
