just read a very good article in McKinsey Quarterly (read here). among almost 1,700 executives interview worldwide, 30% admit that their top priority is “developing new products and service in response to changing consumption patterns”. it’s a third priority on the list following operational costs optimization and keeping the company flexible and able to react quickly to rapid market changes. moreover, innovation tends to gain an increasing stronger role in future growth as, for the next years, the same report shows that 45% of executives expect innovation to be the major structural change affecting their industry

interesting to observe that players in some emerging economies (I refer to small economies, excluding BRIC), fail to leverage their particular size advantage, their ability to be flexible and highly creative. these players have a minimized risk, they are usually more optimistic in future success, face low investments relative to potential gains from new products or service and therefore their opportunities to adjust and innovate are massive

softly but continuously, I am watching the selves in search for a great idea coming from small players. I remember times when I use to do this both intensively (monthly) and extensively (multi-continental) and always retuning to base with hundreds of local Big Ideas. some niche and very profitable, some with huge potential to becoming the next iPod of the yogurts or toilet cleaners. but I miss all these today. most of the “news” on offer are “cheaper” and “smaller size”. or even better, “we’ve chosen quality”, like the others decided to go for the poor quality(!) today’s multi-crisis is more than financial. where are the “green innovations”, where are those products satisfying “contemporary teens”, what about “choice simplification”, or truly responsible products ?

crisis and hostile environments generate brilliance. the more constrains and limitations we have, the more focused and creative we must be. it’s a given, no need for special skills to get this. small organizations have the flexibility and creative  power to bring the next best thing to light

so please, emerging businesses, reveal your creative energy and do your fair share of innovation. we need it!