Loading
An opinion column by Christophe Rebours published in Les Echos.
经济界近期的发展为我们带来了一个以体验为基础的新型的创新模式。这一观点背后的隐藏的关键则是：把人放在商业计划建立过程中最主要的位置。
向来密切关注创新动向的公共投资银行（BPI）近期宣布将投资非技术创新。虽然并不是所有的企业都在采用这种做法，但我很高兴地注意到，越来越多的企业家对专注于使用和个人需求的新型的创新方法感到有兴趣，分析显示，这样的方法能够创造更多的价值和就业。
第一次工业革命让工程师和技术创新备受瞩目。在此期间发明的技术已经改变了人们的生活，比如蒸汽机，内燃机或是电子元件。标致的故事是一个公司关于研发和技术的不断演变的象征：在经历了冶金和自行车制造的蓬勃发展后，该公司在二十世纪上半叶重新聚焦于汽车技术。他们的工程师在1919年为我们贡献了世界上第一辆汽油机桥车。
第二个创新时代是品牌创新。(…)
Since the 60′s, marketing and advertising have gradually become powerful engines for innovation. Companies have become real global icons like Nike or Coca-Cola, whose advertising campaigns affect consumers worldwide thanks to their marketing creativity. But today, the brand and its enchantment capacity are not enough to get it sold. (…)
Towards a new era
Men consume better (and more, and more often) what was well designed for them. This seems obvious? Yet even major listed groups lost sight of the meaning of their action. They do not know why they work anymore. They have forgotten for whom. (…)
A new paradigm is emerging that puts people at the heart of everything. Innovation has entered a new era, that of Experience. Its foundation lies in the intimate knowledge of people’s lives, through anthropological observations in situ. It produces new business offers for the company, which the R & D and marketing teams then give form and flesh.
This innovation one is non-technological – it resonates with a mutation of usages, the emergence of new needs to whoch it provides an answer correctly. Because its products are designed for them, men use and buy them.
Greater attention to users
Many companies have already understood the importance of taking advantage of the knowledge of men. Based on an analysis of usages in their complexity and mutations, through greater attention to users, these companies design products that meet a real need.
Stimulated by Airbnb which highlights that the relationships to the travel experience has changed, Accor has recently developed its strategy towards a more user-centered approach. And in 2015, the group entered the top 10 of the largest CAC 40 increases.
In the banking sector, Benoît Legrand, CEO of ING in France, says its online banking meets the mutations of the most connected consumers needs, seeking emotional and digital proximity, accessibility and operational efficiency. ING Direct is the # 1 in online banking and will pass the one million customers in France in 2015.
The culture of the Experience gradually spreads in companies and start-ups, guides their thinking by engaging them in a virtuous circle. The future of innovation lies in the observation and subtle understanding of emerging usages and desirable experiences. Our engineers and marketing people have the talent to turn that knowledge into a perennial offer. In all areas, now, the future is not invented, it is observed.
An opinion column by Christophe Rebours published in Les Échos.
