Google, Marketing and Innovation by David Wittenberg

Google deserves its reputation as one of the most innovative companies in the world. As I sometimes share when I present to groups of entrepreneurs, a tiny company can become huge on the strength of valuable insights and well-designed solutions.

According to Lorraine Twohill, SVP of marketing at Google, the company still relies on these same ingredients for its growth. When it comes to online behavior, no one knows more about customers than Google does. When it comes to applying data to design effective solutions, Google is the acknowledged leader.

As innovators, we should use the same approach. My second principle of successful innovation states that “Exponential growth comes from new ideas. The best new ideas meet real needs.” To understand real needs, we must acquire deep knowledge of customers. To truly excel, we should know more about customers than they are able to tell us about themselves.

My fourth principle of successful innovation is that “Informed innovation produces the best results.” This means simply that innovation should be based on data. We obtain data by observing and experimenting. Without observation and experimentation, we are left with only hunches (intuition), guesses and assumptions. Those inputs seldom produce successful innovation.

To grow like Google, we must know our customers well enough to discover insights that reveal openings for wealth creation. We must test our conclusions with well-designed experiments that generate valid data. Then, we can build and launch our innovative solutions with confidence that they will produce the kind of results we seek.

Related reading:

Article by Innovation Guru, David Wittenberg

David Wittenberg, residing in Delhi, India is the CEO, of The InnovationWorkgroup serving large corporates in India and globally to make them World Class Innovators.

Post to Twitter

Posted in Innovation, Marketing | Leave a comment

Video Interview of CEO Satya Nadella

Nadella is playing a long game, and he’s insisting Microsoft start by focusing on what he calls the “leading indicators of success” like customer engagement and usage, instead of the “lagging indicators” like profits and revenue. It’s an entirely new culture at the company, and it culminates in Nadella’s vision of why Microsoft exists — “to make things so other people can make things.”

Post to Twitter

Posted in CEO, Interviews | Leave a comment


In this infographic, WIDEN introduces you to ways that you can successfully infuse visual storytelling into your marketing efforts. Learn about what visual storytelling can do for marketers and how you can use it to get more love, more fans and more conversations without overloading your staff and resources.


Widen Infographic

Post to Twitter

Posted in Marketing, Uncategorized | Leave a comment

Google Project Soli : Very Advanced Technology

Project Soli is developing a new interaction sensor using radar technology. The sensor can track sub-millimeter motions at high speed and accuracy. It fits onto a chip, can be produced at scale and built into small devices and everyday objects.

Post to Twitter

Posted in Innovation, Technology | Leave a comment

Boss Less Organization

Enspiral is a distributed network of independent minded social entrepreneurs, so instead of appointing a CEO they put out an RFP for Servant Leadership. Gina Rembe tells the story of the Catalyst experiment, and exploring how a large network can execute collective strategy

Post to Twitter

Posted in Uncategorized | Leave a comment

75 Examples to Spark your Content Marketing Strategy

Content Marketing is gaining much higher traction in comparison to other ways of marketing.

Check out some inspirational examples of applying Content Marketing

Post to Twitter

Posted in Case Study, Marketing | Leave a comment

Generation Moth

We now live in the touchscreen paradigm. These interactive glowing rectangles are infiltrating our lives: from our desks to our wrists to our living rooms.
These touchsceens are having an even more magnetic effect on children who get attrated to them like moths to light.
This is Generation Moth: a whole new generation that is growing up with screens—screens which always hold the promise of
interactivity and something more engaging than the rest of the environment that they inhabit.

This screen-addicted generation is going to massively change the way people live and attitudes towards the world, for generations to come.

Read more @

Post to Twitter

Posted in Culture, Technology, Trends | Leave a comment

Strategic Alliance for 10xGrowth

10X growth starts as a mindset, then requires strategic alliances. 10X growth is actually easier than 3X growth because it requires leveraging strategic partnerships
rather than simply trying to grow on your own

Read a detailed article @

Post to Twitter

Posted in Culture, Market Share | Leave a comment

How to do more with less

Frugal Innovation : Take what is abundantly available to solve what is scarcely available.

Amazing TED talk by Navi Radjou.

Navi Radjou has spent years studying “jugaad,” also known as frugal innovation. Pioneered by entrepreneurs in emerging markets who figured out how to get spectacular value from limited resources, the practice has now caught on globally. Peppering his talk with a wealth of examples of human ingenuity at work, Radjou also shares three principles for how we can all do more with less.

Post to Twitter

Posted in Uncategorized | Leave a comment

Narendra Modi and Followership

I have no argument with this enthusiasm. Leaders matter greatly. But in searching so zealously for better leaders we tend to lose sight of the people these leaders will lead. Without his armies, after all, Napoleon was just a man with grandiose ambitions. Organizations stand or fall partly on the basis of how well their leaders lead, but partly also on the basis of how well their followers follow.
– In Praise of Followers, Robert E. Kelley, HBR November 1988

Leaders can’t exist without followers. As per ‘Followership’ the article from Kristina G. Ricketts of University of Kentucky, College of Agriculture, there are five diverse rationales that followers tend to use when deciding to follow a leader, some are negative and some are positive.

  • Fear of Retribution – “If I do not follow, I may lose my job!” Following out of fear.
  • Blind Hope – “We must do something, and I hope this works!” In this situation, the follower is desperate for some solution and is probably only following due to a lack of alternatives.
  • Faith in Leader – “What a great person. If anyone knows the answer, they do!” Here, the follower is blind to the solution but follows because they have put faith in the leader.
  • Intellectual Agreement – “What a good idea, that certainly makes sense!” Logic guides this rationale, and the follower understands the logic of the argument the leader is putting forward.
  • Buying the Vision – What a brilliant idea, I don’t care who thought of it!” When followers buy a vision, they are emotionally identifying with a view of the future that appeals to them in some way.

In a tabular form it will look as follows:

Narendra Modi was being perceived by a wide section of intellectuals and media that there is “outright opposition” to his candidature as Prime Minister. They forgot that he had ‘Powerful Buy-In’ followers. Narendra Modi along with ‘Powerful Buy-In’ followers was able to not only convert the followers from ‘Wait & See’, ‘Blind Hope’ and ‘Blind Faith’ segment but also from “Outright Opposition” to ‘Powerful Buy-In’ followers e.g. Madhu Kishwar, M J Akbar etc.

To do this, Narendra Modi didn’t just stand in front of a group or organization and demanded buy-in. He was able to do so by creating a sense of identity among ‘Powerful Buy-in’ through talking about “Developed and Strong India”. Followers notice what their leaders say and do. If followers value what leader has done / doing then they start promoting the leader and acting themselves as spokesperson for the leader. This happened with Narendra Modi. He had a developed Gujarat to showcase.

No matter who is memorialized as founder, no nation or organisation is built without the collective effort of a group of able, energetic, unsung followers. The nature and functions of a great follower are little understood and almost never articulated. But this is not the case with Prime Minister Narendra Modi. He always acknowledged the role of followers, he always mentioned about representing 5 Crore Gujarati’s as Chief Minister of Gujarat and now as Prime Minister he talks of 125 Crore Indians.

No leader however brilliant, however charismatic can clean river Ganga on his own. Addressing a large gathering on the banks of Ganga at Dashashwamedh Ghat, during his first visit to the Varanasi town after winning the Varanasi seat by a huge margin of 3.7 lakh votes, Narendra Modi said, “I have one dream that I want to begin from Kashi, but that work cannot be done by the government alone, it also needs the help of the people of Kashi,”.

Followers need leaders to help them follow what leaders themselves are following. This relationship takes the form of a shared response-ability to a shared calling. Both find each other in a true fellowship to create the world responsibly. (James Maroosis, Leadership: A Partnership in Reciprocal Following)

Narendra Modi is a successful leader because he understands (i dare say, he alone understands among the current leaders worldwide) followership so well. He understands “Followership is a discipline of supporting leaders and helping them to lead well. It is not submission, but the wise and good care of leaders, done out of a sense of gratitude for their willingness to take on the responsibilities of leadership, and a sense of hope and faith in their abilities and potential.” (Paul Beedle)

In Developing Great Leaders – One Follower at a Time, Rodger Adair says: Followership is not a part of leadership – leadership is a part of followership. All people begin with the foundation as a follower and build up from there.

“This article is copy right protected and can be reproduced only with permission”.


  • Sharad Mistry wrote:


    With your latest CXO effort starting with Narendra Modi & Followership, you have chiselled out a much-needed, but less thought fresh approach towards the cross-spectrum of the leadership for this wonderful country called Bharat, of which India is just kid on the bloc, and an aspirational one at that. We all of your friends in particular, and also the Friends of Bharat in general earnestly look forward to the serious acceptance by the target audience – Chairmen, Directors, CEOs, CFOs, et all – of your hearty, soulful and highly intelligent pointers in finding new ways and means to convince the masses to join hands to take this country forward in this new Knowledge Era.

    Yours is surely a Challenging Effort which will surely need the much-needed coming together of intelligent minds – not just profit-and-benefit seekers. This will call for periodic sitting across the table by (a) the Political leaders; (b) the leaders from the private sector, and also the socio-religious leaders to be able to see the elusive common goal and also seriously and intelligently work to achieve the goal in time-bound manner.

    After a serious Samudra-manthan like mental and physical churning, you have brought out what we have woefully forgotten – Yathaa Raajaa tathaa prajaa – as is/are the leader/s, so are the foot-soldiers/followers. It is the leader/s who do the much-needed Samudra-manthan with themselves and also with his/their generals and the foot-soldiers/followers, to seriously dream individually and collectively of the divine and common goal of holistic growth and prosperity of/for one and all.

    Congratulations, once again to take the modern-day Bulls by their Horns!

Author : Sandeep Singh, , #swastiknetin
an initiative supported by Rishipal Chaouhan of JIVA

Post to Twitter

Posted in Leadership | Leave a comment