Someone once described Innovation as the practical application of Creativity. I am not sure that this is the only definition, but for me it resonates. A good friend of mine ( wrote a book) that discussed the nature of innovation. He unearthed several different classes of innovation that may or may not be appropriate to an organization. Creativity – they say – is going to be our salvation. Creativity – they say – is going to save America – save the Western World – Save Capitalism – Save the World. It’s a big ask. Why – because Creativity – even of itself does nothing.

Twenty-Five Years ago I wrote and presented to a large US Defence Contractor as to the role of Creativity in the Communications Process. The central theme was that ‘Creativity’ – without application is wonderful – it should never stop – BUT – unless it is harnessed and applied then it will do nothing for us.

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            If you are tracking, you will know that I have been talking about Customer Effective Demand Networks for a while. <a href="http://beyondbridges.net/2013/03/ibm-ceo-the-social-network-will-drive-value-but-theres-more/" target="_blank" rel="noopener noreferrer"><u>A long while actually</u>.</a> More recently I have been <a href="http://beyondbridges.net/2015/02/system-record/" target="_blank" rel="noopener noreferrer">writing about VRM</a>. That is 'Vendor Relationship Management', the flip side of CRM.

The CEDN aspect gets shortened to something that a lot of people call ‘Customer Centricity’, which as a result has become a platitude, a set of meaningless words. (¹)

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            <a href="http://beyondbridges.net/wp-content/uploads/2015/02/images.jpeg"><img class="alignleft size-thumbnail wp-image-3361" src="http://beyondbridges.net/wp-content/uploads/2015/02/images-150x150.jpeg" alt="images" width="150" height="150" /></a>For the longest time I used <strong>"I am my own system of record"</strong> as part of my email signature. It came out from my position that the concept that an organization - ANY organization - that was trying to build a realistic picture of who I was - so that they can better sell to me was essentially flawed. It is impossible. (I will write more about that sometime - but I think if you think about it - it is perfectly obvious.) Nobody knows more about me that me. Repeat for the other 7 billion and counting people on the earth.

Delighted now to see that The Berkman Center for Internet and Society @ Harvard University concurs.

In this Wiki article on ‘Project VRM’, I was pleased to see these principle called out ,,,

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