Communication for the Success of Innovation Development

Communication for the Success of Innovation Development

Innovations, startups, IT industry—these are such powerful words. The search for the first Polish unicorn continues!

However, creating a well-functioning IT company is a real challenge and we often hear statistics that 9 out of 10 companies are failing. Focusing on technology, consecutive lines of code, and software effectiveness are essential. Unfortunately, this is only the tip of the iceberg, because the solution must be properly communicated to sell it.

Advanced algorithms, artificial intelligence, and IT technology allow for increasing the possibilities of automating our work, predicting purchasing behavior, and supporting sales departments. All this is so extremely interesting, but it also raises many doubts among people who do not understand the functions of each one. What, then, should be done to ensure that the work of developers, testers, and graphic designers working on solutions is not in vain? How do you increase your success in the fastest-growing market in the world?

Technology is the future

The drive towards information technology is not surprising. There’s an increasing number of investors, business angels supporting young people (although not always), who are eager for  them to be successful. In addition, government programs are supposed to help Poland become another Silicon Valley, so that we can have another Skype, even Facebook. Everything is accompanied by successive rankings of the richest in the country and in the world, where the representatives of the IT environment are increasingly represented.

What unites everyone, without exception, is effective presentation and communication. Of course, these are apart from continuous product development. Without understanding how the technology works and how it can help us solve our problems, it will be really difficult to convince anyone to buy it.

If you haven’t had a chance to read Geoffrey Moore’s book, “Crossing the Chasm. Marketing and Selling High-Tech Products to Mainstream Customers”, it is time to catch up. The author presents the development phases of each product in an interesting way. For this purpose, he uses the theory of the diffusion of innovation by Everett Rogers. This theory assumes the division of people based on their reactions to new technologies. Among them, we will find innovators, early adopters, late majority, and laggers.

Moore convinces us that the biggest challenge in the development of any innovative product is to move between different groups of people. At the same time, he theorized only such a process guarantees success on a global scale. In his book, we will find a description of how to reach each group and how to communicate technology so that it is understandable.

Komunikacja sukcesem rozwoju innowacji

How do we get started?

First of all, start your adventure with communication by answering the question: who do I direct this product to? Whose needs does it address and to what extent? It seems to be a trivial question. But if you meet a journalist and discuss what you do, I won’t be surprised if he says, “So, what are you so incredibly innovative in that I should write about it?”

And here we have another challenge. That is, how to talk about technology in an understandable way. How is a person with a strict mind supposed to present to a humanist the activities of web harvesting or Fog Computing? The simplest answer—in context. Think of all sorts of situations where your product is useful. Prepare yourself and gather such examples. Try to make your examples as interesting as possible and at the same time more widely applicable. This is especially important if you want to reach business or lifestyle media. Although this is the first plan of action, unfortunately, it is sometimes the most difficult.

Ideally, you would already have a case study, one showing your method of design and implementation.



Every Customer Is Your Showcase

Every Customer Is Your Showcase

Whether you realize it or not, it’s who you work for and how you work that matters. Every customer is your showcase!

Depending on the role you play in your company, you can have more or less influence on the selection of customers.

Sometimes you have no choice but to work for the company. As an employee that is what your employer expects you to do. In this situation, you have only one option—to gather up all your creative energy and get to work. The final results, further customer recommendations, or involvement in subsequent projects will be based on how well you execute that energy.

The features that I value most in my work are effectiveness, compliance with implementation, and successful cooperation. These are the values that guide our company and I constantly emphasize them to team members. The environment is small and word-of-mouth marketing makes words spread faster than we think. Below are some more reasons why it is worth treating the companies we work with as our best business card.

  • The cheapest form of advertising

In Come Creations Group, recommendations are practically 99 percent of the acquired customers. Existing business partners are often asked by others who support them in the field of Public Relations and so they come to us. On the one hand, it is the greatest form of appreciation, but at the same time a huge responsibility. Now that we’ve been recommended, there’s no room for laziness or resting on our laurels here.

Looking for more jobs? Let your achievements speak for you.

Try to explain the bigger picture. Ask for references and let others you want to work with know about your business.

Or maybe you could ask current customers to recommend you or your company when they hear that someone needs help in your specialty? I always ask for recommendations and no one has ever resented me for it. It has been quite the opposite.

  • A source of pride and satisfaction

Awareness that others have heard of our work builds company pride. Knowing that others recognize our efforts to produce high-quality products every day, gives us additional motivation to act. It’s always nice when someone comes up to you and says they’ve heard of X’s client, but they didn’t know it was the result of our work.

  • Recruitment support

Successes act as a magnet, attracting others, not just customers. Often, the result of our work is subsequent applications of people interested in working on our team. When recruiting employees, candidates often mention that they have visited our social media, know our case study, and know the clients we work with. They tell us that their goal is to work and grow with us. In a situation where there are few qualified employees on the market, this is a real reward for us. And of course, this is another chance for further expansion.

Quality is paramount and in a world where competition is high, only high-end professionalism will do. Being effective is not just about being confident of the company’s fate, but it also ensures that you get to choose the companies you work with and at what rate.

What more could you ask for!

And here are some of our case studies.


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