Johnson & Johnson is one of the largest television advertisers in the U.S. But to promote its best-selling baby lotion, the company is putting most of its effort into a different approach: Web cartoons. In one of its animated Web videos, as a mother starts massaging her daughter’s feet, legs and chest, her baby giggles, smiles and makes eye contact. Pink swirls meant to represent the lotion’s scent fill the screen.
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“What if we created a utility for enterprise automation? Then you don’t have to create a data center! Then you don’t have to have a CIO!” That was Salesforce.com CEO Marc Benioff in June 2003, selling the benefits of the then-new concept of software as a service (SaaS). Fast-forward four years, and Salesforce.com and dozens of other companies are inundating business users and CIOs alike with pitches for all sorts of SaaS applications. Right now, SaaS seems to be everywhere.
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Just 10% of the 558 IT executives we polled in CIO’s latest “State of the CIO” survey identified “external customer focus” as critical to their jobs. That’s not enough. The external customer is exactly whom CIOs should understand. Across industries, understanding how customers interact with the company must inform the work of IT managers. Doing so can mean more profits for the company, but it’s also a tremendous opportunity for career development.
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The concepts of disruptive innovation are powerful tools with which to spot high-potential opportunities. But while many companies come up with innovative ideas, often, nothing happens. Why? Managers returned to their desks, stepped back into the daily grind, and the optimistic feelings generated in the session slowly disappeared or were consumed by near-term priorities. So we developed a simple, five-step process that can help companies go from a desire to disrupt to a funded disruptive business plan in less than 100 days.
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A 10-year veteran of Nokia, Lindholm has done stints with its famed user interface group. He also directed Yahoo!’s mobile group from 2005 to 2007. These days, Lindholm heads London-based design consultancy Fjord.
Lindholm recently spoke with Forbes.com about the eight mobile trends he’s identified for 2008.
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News and analysis about Microsoft’s bid for Yahoo! from Business Week, New York Times, Market Watch, Forbes, Fortune, ZDnet, wired
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