Metaphor Sparks Innovation

rowingSteve McCallion’s Fast Company article, Building Consumer Experience Value Using the Power of Metaphors, provides another avenue to explore when trying to think outside your current box.

He says that thinking about innovation has shifted from products to consumer experience and provides examples of businesses that have used a focus on experience to build market share.

“A lot of companies struggle with the idea that this orchestration can create significant value. They are often looking for a silver bullet–a single product concept that they can patent and protect. But with experience innovation, the organizational device that holds a collection of products and services together is critical to value creation–the silver bullet is often a metaphor.”

McCallion cites Whole Foods metaphor of an outdoor market bazaar, and Apple’s learning centre metaphor.

So here’s the question to consider as you continue to work with your mission, vision and values statements:

What metaphor will add value to your customer experience?

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