The thoughts put forth in booz&co.’s recent white paper Billion Dollar Ideas:Finding Tomorrow’s Growth Engine’s Today are good ones. Yes, we need to rethink how we grow business. Yes, we need to collect as many innovative and new ideas as possible and yes, we definitely need a framework to process, filter, and implement the very best ideas as quickly as possible.

Their methodology is well thought-out. It delivers five “lenses” designed to expand a company’s perspective on growth during Idea Generation. It explains the skills and resources required. But I would pose this question: how can a company expect to implement a new methodology— to foster radical new ideas, without a fundamental shift in their business culture?

When they discuss the Business Model Lens, defined as modifying the very way a company does business, I couldn’t help but wonder how there could be business model innovation, without a shift in values?

How do you create the responsive and innovative business model needed to support such an idea-generation framework?

I suggest this: Internet Integration. When you integrate the Internet effectively with your organization, you create flexibility, dynamic and responsive agility within your company. This allows you to make alterations to your business model, which can then create an environment conducive to new methods of Idea Generation. Without it, you may foster a few new ideas, but the spirit of innovation will not be ingrained, and the process will eventually fall flat.

If you want to learn more about any of the concepts I mention in this post, including Internet Integration and innovation frameworks, please write to us at info@makebuzz.com, and we’ll send you a free white paper.

I don’t want to pick on any one publication in particular— suffice to say I receive emails from a few chosen journals and research publications with selected headlines designed to catch my attention. Well, it worked; my attention has been grabbed, but for all the wrong reasons. As I scroll through the list of Titles provided for my reading pleasure, I can’t help but think “What is all this crap?” It’s 2010 and I’m still seeing “Top Ten listings for Optimizing [Insert Siloed eCommerce Segment of Marketing Effort]”

Listen — the Internet is not eCommerce. Optimizing your online efforts, or any effort, for that matter to achieve eCommerce growth alone is not going to greatly effect your bottom line- unless of course you’re Amazon. Instead, I’d like to see some headlines championing a strong economic framework for all efforts.

Now THAT would really get my attention.

We were recently published in a business journal, “The complete customer journey: avoiding technology and business barriers to measure the total value of media“, Business Strategy Series, Vol. 11 Iss: 4, pp.223 – 226, Emerald Group Publishing Limited

ABSTRACT: The notion that online media can lead to offline sales is one that has been gaining popularity among online marketers, in particular, who are eager to show the ever increasing potential of the Internet. Google has published numerous reports reflecting this idea, and multiple companies, including Nielson[i] and ComScore[ii], have set up controlled studies to investigate the effects of online media on offline buying behavior.

In considering the Customer Journey, or the series of media touch-points that make up a consumers’ interaction with a brand, the idea of online-to-offline flow and vice-versa is common sense; as the prolific research and study has proven, however, the difficulty lies in quantifying this relationship in a way that avoids the sizeable stumbling blocks.

For the Full Article, Visit Emerald Group Publishing>>