Hello everyone, I'm the cloth boy.
Today, we begin the copywriting of [K003-"Continuous Innovation Interpretation"].
Advocate "continuous innovation" of Youyou, Taiji Huabao, North Huachuang and other enterprises. Similar descriptions include: continuous benchmarking innovation (Zhongke Energy), innovation (BYD, Yili, Transsion, iFLYTEK, Hongxing Erke, Special Zone C&D, Ruiyang Pharmaceutical, Netflix), continuous innovation (Huaneng Group, Kao, CP Group), pioneering innovation (Gree), change innovation (Midea), innovation beyond (SUMEC), agile innovation (China Mobile), the pursuit of innovation (Emerson), value innovation (Rosenberg), open innovation (Honor, Unicom, Jiangsu Academy of Agricultural Sciences, Huabo Shengxun), Innovation and Inclusion (SF), Courage to Innovate (Xylem), Inheritance and Innovation (Institute of Optoelectronics, Chinese Academy of Sciences), Continuous Optimization (Guojin Securities), Continuous Improvement (Sinar Mas Paper), etc.
The boy of cloth interprets each value from three aspects: (1) what (conceptual understanding;(), 2) why (reason analysis), ;( 3) how to do (how to achieve).
Chapter 1: What is it (conceptual understanding)
1.1 Definition of Innovation
The word innovation is a very popular word in the business society, and it is also a popular word for many enterprises' core values or entrepreneurial spirit. Innovation has a similar meaning to words such as invention, creation, change, innovation, reform, improvement, improvement, etc.
As the name suggests, innovation is to leave behind the old and create the new. In layman's terms, innovation is a kind of creative practical activity, such as creating new things, new technologies, new methods, new ideas, new concepts, new theories, new descriptions, new models, new organizations, new processes, and so on.
罗森伯格亚太公司（Rosenberger Asia Pacific）在其核心价值观“Value Innovation（价值创新）”的诠释中，写道：“Innovation can be applied to a broad range of fields such as production， technology， marketing as well as management and organizational structure.（创新不应该仅仅局限于产品创新、技术创新、市场创新，也包括管理创新、组织创新等各方面。 ）” （Rosenberger官网）
Therefore, Buyi Gongzi believes that innovation is not only a matter of R&D personnel, every employee must have the spirit of innovation, and innovation must become an inseparable part of every job description.
1.2 Requirements for Innovation
Real innovation is pragmatic, and it should be based on innovation on the basis of seeking truth from facts, not blind innovation that deliberately seeks innovation and change. Innovation should be: A, based on customer needs, B, adhere to the problem-oriented, C, create actual value.
A. Based on customer needs
Drucker said, "Innovation is successful not by whether it is new, ingenious or scientific, but by whether it can win the market." (Source: Innovation and Entrepreneurship, Peter Drucker)
Therefore, innovation comes from demand, especially customer demand, and customer demand is the source of innovation. Only by keeping pace with the times, dynamically meeting customer needs, and solving customer pain points is the best innovation.
In the interpretation of the 2013 version of Inovance's core value "Pursuit of Excellence", the description of innovation is very classic: "Taking customer needs as the source of innovation, taking customer achievement as the driving force for innovation, surpassing the best in the industry as the standard of innovation, and striving for excellence as the attitude of innovation, this is the way for Inovance to grow towards excellence." (Source: Inovance Technology Corporate Culture 2013 Edition)
B. Adhere to the problem-oriented
Buyi Gongzi believes that the essence of human innovation is to solve the problems encountered in the process of survival. Without innovation, human beings are likely to remain in the stage of drinking blood and slash-and-burn farming.
Among the Chinese ancestors, the "Ancient Five Clans" are models of innovation. Youchao pioneered the "nest dwelling" model, allowing humans to avoid the harm of birds and beasts. The Suiren clan drilled wood to make fire, ending the history of human wool drinking blood. Fu Xi's painting gossip, book deeds, marrying, netting, raising sacrifices, etc., the Chinese civilization began. Shennong's (Emperor Yan) tasted herbs, made plows, developed trade, and taught farming, etc., and the Chinese civilization was transformed from primitive nomadic life to agricultural civilization. Xuanyuan (Yellow Emperor) made armor, boats, and chariots, established weights and measures, and made crowns and clothes, etc., so that his strength increased greatly, and he conquered the Quartet and unified China.
Therefore, the purpose of innovation is to solve practical problems and solve the problems encountered in the process of survival and development.
Dongfeng management motto: "Being able to ask questions correctly is the first step of innovation." (Source: Dongfeng Fengshen Convention)
C. Create actual value
Innovation is not the same as being different, it is necessary to pay attention to real and useful. Novelty is not an end, but a means. The purpose of innovation is to create value, and the new must have actual value and significance. For example, by innovating to improve organizational capabilities and customer experience, ultimately improving performance and profits.
SuperMap Dialect: Innovation that does not create customer value is a waste (source: SuperMap official website).
罗森伯格亚太公司（Rosenberger Asia Pacific）在其核心价值观“Value Innovation（价值创新）”的诠释中，写道：“Innovation， which is aimed at creating value for our customers and society， has always been our main goal.（创新的意义在于能够给客户、给社会带来新的价值，所有能够创造价值的创新都是我们所追求的。 ）”（来源：Rosenberger官网）
In its interpretation of the corporate spirit of "the future determines the present innovative spirit", China SCE Group wrote: "In the face of complex needs and market changes, the key criterion for China SCE to judge whether a certain initiative can be called innovation is whether it can create value for customers and society. If it can, then the direction of innovation is right and valuable. (Source: "China SCE Group Corporate Culture Reader")
To be continued......