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New Innovation Metric: Return on Attention (ROA).

Posted by: Bruce Nussbaum on March 13, 2007

Are companies maximizing their ROA—Return on Attention? That’s what John Hagel is asking in an interesting blog post. Do companies actually know which 20% of all their consumers consume 50%, 60%, 70%, 80% of their services and products. And do they use that information to optimize their revenues and profits? Do they connect with them to co-create new products and services? Do they get them to create ads for the company? Do they engage them in an ongoing conversation?
As the role of consumers grows in the chain of capitalism, are companies identifying the most important ones and embracing them in a myriad of ways?

Food for thought.



Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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