How do you advertise that you are innovative?
So, I was thumbing through the most recent issue of FORTUNE magazine and clipping out some advertisements from corporate sponsors that touched on the innovation theme. I came up with three different ads -- tell me which one you like best. (At the end of the blog post, I'll tell you my choice)
INNOVATION AD #1.
Tagline: "Innovative Like You."
Message: Cool, artistic, innovative people use Toshiba. Look at this guy - he's literally on top of the world. (click on thumbnail for bigger image) He's wearing khakis and a blazer, so he's probably a creative type with a huge bank account. Plus, he's sitting in a swimming pool in some penthouse suite overlooking the city, making him appear to be a master of the universe. Look at how far innovation has brought him in life!
Key words in ad: "Entrepreneurial. Visionary. Versatile. Intelligent. The New Portege R400 Tablet PC."
Tagline: "Diversify the ingredients and you'll get more interesting results."
Message: Diversity is the key to innovation. Cargill has many diverse businesses. Cargill constantly looks for ways to capture diversity. Diversity, in short, makes the pancake taste better.
Key Words in ad: "Seeking new ideas from diverse sources is good for food and good for companies. Each day, Cargill is involved in food, nutrition, agriculture and supply chain management in over 60 countries around the world. Our work in diverse places has made us understand that good ideas can come from anyone, anywhere."
INNOVATION AD #3.
Tagline: "And just like that, the laws of chemistry change."
Message: Dow Chemical is about more than chemicals - the company is about innovative solutions and solving human problems. From a few basic building blocks and principles, Dow Chemical is ready to wow and amaze you with solutions that are now environmentally friendly. Nothing flashy here - the ad is sparse, clean and simple.
Key words in ad: "Suddenly, chemistry is put to work solving human problems... And the energy released from reactions fuels a boundless spirit that will make the planet a safer, cleaner, more comfortable place for generations to come."
From a purely visual perspective, of course, the Toshiba ad rocks.
But maybe that's a symptom of what's wrong with innovation these days? Innovation is being "sold" as something that is hip, imaginative, creative and, well, cool. Personally, I like ad #2 (Cargill). Why? Instead of opting for a typical "light bulb" image to symbolize creativity, the company uses pancakes, which fits in with the company's image as being a big, burly Midwestern kind of company that is reassuringly friendly. The company puts a premium on diversity, and tries to tell that story through a simple picture. At the end of the day, innovation is practical, but can result in adding some tasty maple syrup and blueberries to the everyday grind. Expectations about innovation are kept in check, and anyone can be an innovator on a daily basis, not just a cool dude with a Toshiba Tablet PC.
Swipe right to make the connections that could change your career.
Swipe right. Match. Meet over coffee or set up a call.
No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.
Is it "perverseness," the "death drive," or something else?
She met mere mortals with and without the Vatican's approval.
- For centuries, the Virgin Mary has appeared to the faithful, requesting devotion and promising comfort.
- These maps show the geography of Marian apparitions – the handful approved by the Vatican, and many others.
- Historically, Europe is where most apparitions have been reported, but the U.S. is pretty fertile ground too.
It's up to us humans to re-humanize our world. An economy that prioritizes growth and profits over humanity has led to digital platforms that "strip the topsoil" of human behavior, whole industries, and the planet, giving less and less back. And only we can save us.
- It's an all-hands-on-deck moment in the arc of civilization.
- Everyone has a choice: Do you want to try to earn enough money to insulate yourself from the world you're creating— or do you want to make the world a place you don't have to insulate yourself from?
SMARTER FASTER trademarks owned by The Big Think, Inc. All rights reserved.