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Listen to the full interview at www.33voices.com/gerard-j-tellis/audio Gerard J. Tellis (PhD Michigan) is Professor Marketing, Management, and Organization, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the USC Marshall School of Business. He is an expert in innovation, advertising, new product growth, emerging markets, and global market entry. He has published 5 books and over 100 papers (www.gtellis.net ) that have won over 20 awards, including the Long Term Marketing Science, Frank M. Bass, William F. Odell, Harold D. Maynard (twice), and Converse award for lifetime contributions to research. His Google Scholar cites number over 8000. He is the author of Unrelenting Innovation: How to Create a Culture for Market Dominance (J-B Warren Bennis Series).
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@33voices
intelligent insights to advance your business and life
The following represents 10 highlights from the interview by @MoeAbdou,
founder & host of 33voices®.
Gerard J. TellisExpert in innovation, adver-tising, new product growth,
emerging markets, and global market entry.
Professor at University of Southern California.
Stream interview Watch videoWatch videoNo.1
Innovative companies celebrate success
as a moving target,they know that the future is guaranteed to no one.
Stream interview Watch videoWatch videoNo.2
CEO’s at the helm of these innovative companies are driven to create what’s not yet developed.
the past and present are merely a stepping stone.
Stream interview Watch videoWatch videoNo.3
To stay on the edge of innovation, remember these three pillars:
Stream interview Watch videoWatch videoNo.3
To stay on the edge of innovation, remember these three pillars:
Empower innovative champions and don’t leave all the control
with one person at the top.
Stream interview Watch videoWatch videoNo.3
To stay on the edge of innovation, remember these three pillars:
Align incentives towards generating sales and profits
of new products
Stream interview Watch videoWatch videoNo.3
To stay on the edge of innovation, remember these three pillars:
Encourage competition within the organization
Stream interview Watch videoWatch videoNo.4
If you’re not willing to cannibalize
your best products,
your competitor will.
Stream interview Watch videoWatch videoNo.4
If you’re not willing to cannibalize
your best products,
your competitor will.
33voicesGerard Tellis - Cannibalize Your Best Products
Stream interview Watch videoWatch videoNo.5
Want to empower your people champions? Create an asymmetry reward system.
Be generous when rewarding progress
and light when penalizing failure.
Stream interview Watch videoWatch videoNo.6
Be cautious when making an acquisition
to stimulate innovation.it’s likely a high price to pay for minimal impact.
Stream interview Watch videoWatch videoNo.7
To safeguard against the curse of success,
embrace these three cultural traits:
Stream interview Watch videoWatch videoNo.7
To safeguard against the curse of success,
embrace these three cultural traits:
Have a relentless focus on the future.
Stream interview Watch videoWatch videoNo.7
To safeguard against the curse of success,
embrace these three cultural traits:
Be willing to cannibalize your own innovations.
Stream interview Watch videoWatch videoNo.7
To safeguard against the curse of success,
embrace these three cultural traits:
Increase your appetite to embrace risk.
Stream interview Watch videoWatch videoNo.8
Talent can be a big differentiator,
but only if they have the authority
to use their imagination.
Stream interview Watch videoWatch videoNo.9
When marketing a new product, stay very close to your current customer
and iterate often.When marketing for innovation,it’s prudent to get closer to the emerging customer instead.
Stream interview Watch videoWatch videoNo.10
Success breeds complacency.it’s far better to try something new and fail
than to stand still.
Really reflect...
Are you willing to kill your best product?
Really reflect...
![Hauser Tellis Griffin Innovation Rev 05[1]](https://img.pdfslide.us/doc/110x75/577d39631a28ab3a6b99a1c6/hauser-tellis-griffin-innovation-rev-051.jpg)