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The processes organizations use to pursue innovation can actually erode their capability to innovate. Systems built on stages and reviews simply bureaucratize the process and deflect attention from the user-experience. Then, by limiting responsibility for innovation to a specific department, these organizations actually underutilize the creative capabilities of other employees. Companies must create a culture of innovation that harnesses the creativity of its customers, users, and employees.
Curriculum Preview
Unleashing the Collective
Genius of Employees
a 50-minute Web seminar
hosted by Faculy Director
Professor Hayagreeva Rao
Customer-Focused Innovation takes a hands-on approach to eliminating the red tape that impedes innovation. Participants learn strategic frameworks to better understand customer experiences, develop deeper customer insights, and diffuse customer learning throughout the organization. Additionally, the program provides cutting edge insights on the sources of customer satisfaction and brand personality. Participants discuss strategies for reducing the knowing-doing gap and building a customer-centric culture. Leveraging resources from the Stanford Graduate School of Business and the
Hasso Plattner Institute of Design, the program exposes participants to the latest research on customer-focused innovation. The program also features real-world field exercises that involve developing innovations to enhance user experiences in the B2C and B2B domains.
Video:
[ Program Overview ]
(Flash video)
- Strategies to reduce bureaucratic processes and create an ambidextrous culture to support innovation
- Knowledge and skills to observe and understand the needs of users and customers, develop fast experiments and prototypes with users, and develop prediction markets
- Deeper understanding of brand personality and why good brands go bad
Program dates, fees, and faculty are subject to change. If a program is cancelled, Stanford will refund the program tuition in full but is not responsible for travel, accommodations or other expenses incurred by the participant.
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