Luca Leonardini

Meaningful Innovation From The Nautical Industry

Luca Leonardini — Fri, 17 May 2013 10:50:33 +0000

Language English

What is meaningful innovation? It's a new offer for a target audience which brings benefits to the producer in terms of market positioning and performances and also to the final user. These are the three principles of meaningful innovation:

Identifying pain points for the user and transforming them into infatuation points;
Improving the user experience so well to enrich the consumer lifestyle;
Embracing the shortcut that leads to the creative and innovative combination of pre-existing elements.

I have chosen the boat navigation and management system designed and created by Tekno Sistemi as an example of meaningful innovation applied to the nautical industry.

Let’s look a little closer at how the three principles of meaningful innovation listed above function in practice. The motor steering solution TSRC001 designed by Tekno Sistemi is suitable for any type of vessel, making navigation more intuitive and creating a unique feeling of control over the boat.

First, this navigation system uses highly recyclable materials, optimized for use in hydraulic systems and therefore reducing the use of oil, eliminating the steering pump, tubing, replacing the hydraulic control unit with electromechanical controls. All of this reduces the footprint of boating, reducing consumption, maintenance costs, and improving environmental impact. This is a good example of how an innovative solution transforms pain points into infatuation points.
Second, it offers a feeling of complete command over the boat, during both maneuvering and navigation: improving intuitiveness and increasing maneuverability, Tekno Sistemi has succeeded in redefining the limits of the navigation experience.
Finally, it innovatively combines in an aircraft yoke looking, with a refined and ergonomic design, all the boat’s navigation and control functions.

For all navigation aficionados, whether motor boats or sail boats, for lovers of sporting or commercial boats, navigating a boat with an attractive system combining touchscreen technology and an ergonomic design very similar to the wheel of a Formula 1 racecar or an aircraft yoke, means to transform and to redefine the limits of the navigation experience.

The conclusion of this example is that the TSRC001 solution gives the consumer significant benefits in terms of radical improvement of the navigation experience, consistent reduction in environmental impact and at the same time it continues to bring advantages in performance and visibility to the company who designed, produced, and marketed it.

meaningful innovation

Motor Steering Solution

TSRC001

Category:

Blue Ocean Strategy

Italiano

Meaningful Brands For A Truly Compelling Consumer Experience

Luca Leonardini — Sun, 05 May 2013 15:05:41 +0000

Language English

The industrial definition of prosperity is optimizing the production for “more, bigger, faster, cheaper” consumption of goods and stuff. But today people’s values are shifting towards a more human definition of prosperity in which what it truly matters is to live a meaningful life, with true friendship, rich of authentic personal relations, to have a meaningful work and possibly to buy stuff that makes the consumer a smarter, wiser, closer, feater, tougher, more productive, more connected person.

That’s why the concept of meaningful brands is becoming more and more important for companies that want to remain in the market and want to ourperform their competitors. A product (or a service) from a meaningful brand doesn’t harm society, it doesn’t harm the nature nor the community and has a tangible, positive impact in people’s life helping to enrich and to better fulfil their lifes in terms of human values.

85% of consumers expect companies to become actively involved in solving social and environmental issues *

72% of consumers trust companies if they produce responsibly and they are sustainable *

57% of consumers feel more empowered so that they can make a company behave more responsibly *

53% of consumers would pay more for products produced in a socially responsible way *

Meaningful brands contribute to individual and to collective wellbeing helping people and society to fluorish: this is why consumers care about those brands.

All this has a very simple meaning: improving wellbeing is an opportunity and an imperative that today companies can not afford to miss.

*Data published in the infographic created by HavasMedia and available on their website at this link.

Category:

Italiano

Disruption Is The Seed Of Innovation

Luca Leonardini — Fri, 03 May 2013 20:08:37 +0000

Language English

Disruption and shacking never come without an opportunity so how can I find my possibility?

In 2008 and 2009 when the crisis exploded million of people have gone through huge amount of disruption, pain, suffering for being out of job, for careers broken. But after that period people reacted with an unprecedented wave of entrepreneurship where new companies, new projects, new opportunities have been created.

What did all those people do? People start to look at the circumstances they could not change and they lived them differently as a place with fertile ground for possibilities. Disruption is the seed of innovation, of possibilities and opportunities (new career paths, new joy, new ideas, anything meaningful for me and for everybody else).

This post has been inspired by the video “Reframing Fear: The Upside of Risk, Failure and Judgment” which you can watch on the Goodlife Project web site or directly on Youtube.

Category:

Looking Beyond The Visible For Innovating

Luca Leonardini — Fri, 12 Apr 2013 11:56:35 +0000

Language English

There are no limits to out-of-the box thinking. Our own imagination is the only limiting factor.

Don’t think it’s impossible, stretch the limits, bend the rules without breaking them, be curious, seek something new.

While doing all this, don't forget to have fun!

innovation

Category:

Blue Ocean Strategy

Business Is Life

Luca Leonardini — Thu, 11 Apr 2013 19:47:01 +0000

Language English

Business is the most powerful vehicle for change in the world: it helps to make better decisions, that have greater longer sustainable effect and positive impact on employees, customers, investors, the community.

Think about the business as a play ground for? life: you got to have faith, but also be willing to listen. In this sense business can become a training ground for the mind and entrepreneurship a practice totally spiritual.

The best attitude for empowering the change is to embrace innovation.

Category:

Sixteen Years Of Customer Satisfaction

Luca Leonardini — Wed, 20 Mar 2013 09:27:32 +0000

Language English

The image of this post is a printed article which I recently found in my old notes and as you can see it comes from a Fortune magazine of July 1997. The concept of customer satisfaction has evolved from that point until nowadays when firms like Zappos, Apple, Amazon have extended it beyond all imaginable limits.

Companies like Zappos recognize that the value of delighting the customer who places the order right after midnight and who gets it on the doorstep literally few hours later, can’t be measured in terms of “optimizing speed delivery” or “maximising picking efficiency”.

Providing the “wow experience” to the customer is the current ultimate standard measure for value: the customer will remember the positive experience for a very long time and will share it with friends and family. Here’s the value.

How many companies did really get the strategic value of this concept?

Customer Satisfaction

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Italiano

Twelve Warning Signs That Require Cultural Change

Luca Leonardini — Tue, 19 Mar 2013 16:21:40 +0000

Language English

Twelve warning signs that tell the cultural change in your company is required.

Web marketing is the smartest business strategy to bridge the communication gap between the company and the rest of the world.
Work gets duplicated when people are imbarassed or afraid to ask.
There is no way to collaborate without communication.
The customer didn’t understand the value or the company didn’t understand what the customer really needed.
Create the culture that helps people to be open, to accept and to share new ideas.
The competition margin is created when customer expectations are finally met.
What do competitors know that the company doesn’t know?
Depending on few key people is a danger that reflects too little teamwork.
The focus needs to be on people, on cultivating relations and trust, not on the platforms.
Internal processes, rigid burocracy, lack of knowledge can slow the time to market of new products or services.
When it will be clear what the customer will do with the new product or service, it will be very clear how to price it.
The solution isn’t to work harder: we have to learn to work smarter.

web marketing

business strategy

good ideas

customer expectations

Category:

Italiano

Welcome Pope Francis

Luca Leonardini — Fri, 15 Mar 2013 07:24:13 +0000

Language English

Just by hearing the name he has chosen, by seeing him, by hearing his simple words, just by following few essential, deep, sincere gestures and I immediately understood that Pope Francis is here to bring in the Catholic church and in society the push for the renewal which is so much desired.

However not to give in to easy illusions, it may help to consider that a successful change in any kind of institution largely depends on the active contribution that each individual is willing to give: this is true in the church and in the civil society.

The Pope like any leader attracts the attention and the demand for change in the community. But without a deep and strong pre-existing desire that already lives in each one of us and that pushes all of us to leave the doors wide open for change, its action won't be successful.

Category:

Italiano

Innovation, Creativity and Fear

Luca Leonardini — Thu, 14 Mar 2013 20:50:16 +0000

Language English

In such bad economic times, fear is the most prevalent and contagious emotion we can find in many companies. Fear is a demotivator, and it has a corrosive effect on creativity and on innovation.

Companies that fall into a fear cycle aren't capable to develop the creativity that fuels an innovative organization primed to adapt to our evolving world and will soon become extinct.

Innovation is joy. Creativity is love and both are nourished with passion and curiosity. As from the book "Emotional Equations" by Chip Conley:

There is no fear in love, but perfect love casts out fear.

Category:

Italiano

Italian Creativity

Luca Leonardini — Wed, 13 Mar 2013 14:50:31 +0000

Language English

Would you believe that in Italy, the country of creativity par excellence, too many small and medium companies are closing because they are incapable to give innovation the right meaning?

They tend to confuse innovation with novelty: which is a devastating cultural problem. An economy unable to renew itself is the symptom of a society incapable to value the most important asset of its genetic heritage: creativity.

Category:

Italiano