品牌创新要离开舒适区（英文版InnovationBeyondTheComfortZoneEIUConsumer2018）.pdfVIP

Innovation beyond the comfort zone A report by The Economist Intelligence Unit Appendix Innovation beyond the comfort zone FOREWORD We are fortunate to be able to call upon voices within the industry. In this article, we are pleased to introduce again Dr. Langer, an authority on luxury, lifestyle and consumer brands and regular speaker on strategic branding. Are companies too comfortable? Is there a comfort zone, in which managers relax, day in and day out? Why do we suggest that there is a need to go beyond the comfort zone? Although most managers are busy, stressed and have a large workload, we find that organisations can fall easily into a mode of complacency and comfort. The focus is far too often internal and imitation is often labelled as innovation. This creates a dangerous bubble, in which companies may feel secure, partly because the competition are doing the same. Whether via technological breakthroughs, changing consumer expectations, millennial disruption and digital, any market can change at any time. The speed of change has never been faster. Simply being busy is not enough anymore. Getting out of one’s comfort zone is necessary in order to survive and lead the change. With a focus on true innovation, combined with precise brand strategies, companies cannot only master disruption but drive it in order to create sustainable competitive advantage. We hope you enjoy the read. Stefanie Siraghi Director, EIU Consumer practice © The Economist Intelligence Unit Limited 2018 1 Innovation Beyond The Comfort Zone Being comfortable is not an option When Procter Gamble (PG) of the US bought Gillette in 2005 for