{"id":20926,"date":"2019-04-11T00:00:00","date_gmt":"2019-04-10T22:00:00","guid":{"rendered":"https:\/\/techbcndev.wearefirma.com\/michelle-greenwald-innovation-and-creativity-are-part-of-the-startup-success\/"},"modified":"2019-04-11T00:00:00","modified_gmt":"2019-04-10T22:00:00","slug":"michelle-greenwald-innovation-and-creativity-are-part-of-the-startup-success","status":"publish","type":"post","link":"https:\/\/www.techbarcelona.com\/en\/michelle-greenwald-innovation-and-creativity-are-part-of-the-startup-success\/","title":{"rendered":"Michelle Greenwald: Innovation and creativity are part of the startup success"},"content":{"rendered":"<p><strong>Michelle Greenwald<\/strong> is the CEO of Inventours. She is also director of the Cornell Tech digital marketing programme, and I write for Forbes about innovation in all areas and leads several business programs looking for creativity and innovation to improve productive practices.<\/p>\n<p><strong>DESCRIPTION OF THE ORGANIZATION<\/strong><\/p>\n<p><strong>Inventours\u00a0<\/strong>is an innovation hub; there are many different components to it. She writes for Forbes about innovation and it\u2019s all different types of innovation: technology, architecture, product design, marketing innovation. And then also wrote a book on innovation called Catalyzing Innovation, which helps companies innovate in more different ways.<\/p>\n<p>Companies very often get stuck in the way they innovate and they do the same things over and over again, and, based on the inspiration I had for Ferran Adri\u00e0, Michelle came up with 63 different ways that companies can innovate. \u201cThey can innovate in business model, process, materials, colour, shape, many different ways. So, I provide a systematic way that they can think more broadly about how they can innovate\u201d. Additionally, she does workshops \u00a0and consulting for companies. With Inventours, they bring executors from around the world to meet with very creative people in different industries to cross-pollinate ideas. \u201cWe\u2019ve brought several groups to\u00a0<strong>Barcelona Tech City\u00a0<\/strong>because I think it\u2019s such an inspiring place\u201d.<\/p>\n<div class=\"embed-responsive embed-responsive-16by9\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/u7snKLFJz2s \" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<p><strong>FROM YOUR PROFESSIONAL CARRER, \u00bfWHICH LEARNINGS DO YOU LIKE TO SHARE?<\/strong><\/p>\n<p>Three fundamental aspects: the first one is that <strong>cross-functional teams <\/strong>are really important. That engineering and R&amp;D, and sales and marketing should all be involved in new product ideas from the beginning, because in that way you can avoid big problems later on \u2013 everybody really can contribute.<\/p>\n<p>The second one is <strong>providing lots of stimuli\u00a0<\/strong>so you can bring ideas from <strong>one sector to another<\/strong>, It\u2019s very important. If people just stay in their country and their industry and never get out and look around them, they\u2019re going to be much more limited in their ideas.<\/p>\n<p>The third learning is <strong>\u201cfail early, fail fast\u201d,\u00a0<\/strong>and more and more companies are setting up lots of little experiments along the way, testing their ideas, learning from small failures, so that when the big idea gets to market, you don\u2019t have a huge failure. So those are the lessons.<\/p>\n<p>\u201cOne other lesson is that I think a lot of startups are so focused on getting VC capital and perfecting the idea that they don\u2019t figure out how to communicate it to consumers and how to maximize trial and awareness. <strong>How you describe your idea and communicate it, and sell it, can make all the difference. <\/strong>\u2013 that can make a good idea really fly\u201d, remarks Greenwald.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13316\" src=\"https:\/\/www.techbarcelona.com\/wp-content\/uploads\/MICHELLE03.jpg\" alt=\"\" width=\"1024\" height=\"577\" \/><\/p>\n<p><strong>\u00bfWHAT PROFESSIONAL CHALLENGES DO YOU FACE THE NEXT YEARS?<\/strong><\/p>\n<p>There\u2019s a challenge for startups, they need to be coached, they need to be guided, to be thinking about all aspects of business planning. They, again, they need to figure on legal issues, distribution issues, marketing issues, communication issues\u2026 It\u2019s important that they get support to think about the full business plan and not just the product development, and not just raising money.<\/p>\n<p>Regarding innovation going forward, it\u2019s so difficult to be unique and different. So many apps are being developed right now. There are two million apps in the Apple app store, the average consumer uses ten apps on a regular basis, and a lot of startups have a business plan where they\u2019re going to have an exit strategy and they\u2019re going to be bought out at exit, but are they really creating a viable business that can change with the times? \u201cA big problem \u2013 it\u2019s good and bad \u2013 is that technology is moving so quickly that it\u2019s easy to become obsolete\u201d, Michelle says. And how do businesses scale fast, stay ahead of the curve, constantly innovate? You just can\u2019t stand still anymore, it\u2019s an exciting world, but it\u2019s a very difficult world.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Michelle Greenwald is the CEO of Inventours. She is also director of the Cornell Tech digital marketing programme, and I write for Forbes about innovation in all areas and leads several business programs looking for creativity and innovation to improve productive practices. DESCRIPTION OF THE ORGANIZATION Inventours\u00a0is an innovation hub; [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20003,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_mo_disable_npp":"","footnotes":""},"categories":[],"tags":[],"class_list":["post-20926","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Michelle Greenwald: Innovation and creativity are part of the startup success - Tech Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.techbarcelona.com\/en\/michelle-greenwald-innovation-and-creativity-are-part-of-the-startup-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Michelle Greenwald: Innovation and creativity are part of the startup success - Tech Barcelona\" \/>\n<meta property=\"og:description\" content=\"Michelle Greenwald is the CEO of Inventours. She is also director of the Cornell Tech digital marketing programme, and I write for Forbes about innovation in all areas and leads several business programs looking for creativity and innovation to improve productive practices. 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