Many marketers succeed because of the ability to recognize unexpected success. Every organization has a story of how an “unexpected success” changed the direction of the firm.
Assignment: Describe an unexpected success in your life or in the life of an organization you wish to analyze. Often unexpected success leads to innovation.
In a short paragraph demonstrate an example of unexpected success in your personal life or from some event in an organization’s history. Then, show how it led to innovation.
• Example: German Chemist, Alfred Einkorn introduced Novocain in 1905 as a non-addictive substitute for cocaine in battlefield analgesic applications. Einkorn was researching an easy-to-use and safe local anesthesia to use on soldiers during wartime. He refined the chemical procaine until it was more effective, and named the new product Novocain.
• Unexpected success (failure): Novocain never became popular for military use; however, it did become popular as an anesthetic among dentists (an unexpected success). This led to innovation in dental anesthesia.
• Unexpected success is the first source of innovation
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