This document discusses innovation and marketing through the lens of 6x6 matrices. It introduces six lenses each for innovation (education, optimization, empowerment, connection, expression, entertainment) and marketing (culture, relationships, reflexes, context, immersion, function). The key points are:
1) Innovation generates value for audiences while marketing captures audiences and their value.
2) Using the 6x6 lenses can help analyze opportunities at the intersection of innovation and marketing.
3) Effective strategies require both innovation and marketing, not focusing solely on one or the other.
19. “Because the purpose of business is to create a
customer, the business enterprise has two–and
only two–basic functions: marketing and
innovation. Marketing and innovation produce
results; all the rest are costs.”
- Peter Drucker
19