It´s not art!

Far too often when I meet innovators, marketers at large or small innovation companies or campaigners managing health, environment or traffic campaigns, I find my self thinking: He (or she) sounds like an artist!

They are enthusiastic, dedicated and commited to change the world we live in. They focus on higher values and they feel they are there for a reason. But the most characteristic feature is the strong whish their customers (or audience) should share the same view as they do. If people don't get it, they shouldn't buy our art.

During the winter I have met with a lot of people in the automotive industry discussing new technologies for lowering fuel consumption and dangerous emissions. It always have ended up in a discussion about Toyota Prius. And the discussion always goes like this:

1. Yes, Toyota Prius is a great success
2. But, you know what, people are not buying it to save our environment, they buy it because it's trendy, they but it because Leonardo di Caprio drives one.
3. So, they are selling fine (yes they do, check this out), but it is perhaps not the best solution in the long run.
4. By the way, it's very expensive

The story is the same when it comes to organic food and residential energy systems but also for new services for mobile phones or new enterprise resource planning systems. Companies stand looking on its competitors thinking they use arguments that will damage the art.

But innovation marketing is not an art. It's business. And the arguments people are using for buying their products are the true arguments.

Here's some advice:

• The goal is what is important, not how you obtain it. If people will drive environmentally friendlier cars because it's trendy, let them do that. Nobody accuses people of buying shampoo with vitamins, only because it "feels good".
• Knowledge doesn't always lead to the right attitude,and the right attidue doesn't always lead to the right behavior. Sometimes it's the other way around. Each behavior, each innovation is unique in what will persuade your customers to start using it.
• Don't let the competitor define your market. Focus on what your technology, or your idea is best at and build your market from that position.