Bosses need to get over themselves and realise the best ideas in business come from further down, says Saatchi and Saatchi Global CEO Kevin Roberts.
England, UK, August 5, 2008 (PRESSbooth.ORG) -- Bosses need to get over themselves and realise the best ideas in business come from further down, says Saatchi and Saatchi Global CEO Kevin Roberts.
“One of the things I've learnt in my, I don’t know 40 years or so is the further up the company you go the stupider you become and I'm probably the living example of that because you start believing your own stuff, you start believing you're in touch. You know people are just blowing smoke at you all the time so you really are not in touch”, says Roberts
The ideas guru, who is credited with creating some of the world’s most loved advertising campaigns, says the best ideas often come from the people actually working with the customer.
“The closer you can get down to the consumer to decision making, the more ideas you're going to get coming up.”
Roberts says many companies are obsessed by data and risk aversion, so they miss out great ideas and the chance to create the next big thing.
“An idea is an idea only once, and by definition it hasn’t been done before so how you look for the data is beyond me. What you need is these people who are really in tune with the consumer, really in tune with the market. That's how you minimise your risk.”
Roberts cites the music industry as an example of what not to do.
“The music guys EMI are still trying to produce CD’s! I mean what are they thinking? Every idea they have is incremental. Let’s do a big package of the 20 Beatles albums. Where’s the idea? I’ve got an idea called iTunes. It’s about mobility and personalisation - now that's an idea!”
Roberts appears on yourBusinessChannel’s Million Dollar Team (http://www.youtube.com/watch?v=qOUddi4GQuo), a new series that sees some of the biggest names in business - Kevin Roberts (Saatchi and Saatchi), Dr Ivan Misner (BNI), Penny Power (Ecademy.com), Tom Smith (Universal McCann) and David Meerman Scott - work with viewers and show them how to implement sales and marketing campaigns for their business.
For more insight from Kevin Robert’s click here
http://www.youtube.com/watch?v=dZBnFOr4I6w&feature=related
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