{"id":25128,"date":"2016-09-20T12:57:18","date_gmt":"2016-09-20T12:57:18","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25128"},"modified":"2016-09-20T12:57:18","modified_gmt":"2016-09-20T12:57:18","slug":"avez-dit-principe-dinnovation","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/avez-dit-principe-dinnovation\/","title":{"rendered":"Vous avez dit : principe d\u2019innovation ?"},"content":{"rendered":"

Dans son dernier bulletin, l\u2019ilec<\/strong> traite de l\u2019innovation, et plus particuli\u00e8rement de l\u2019article du projet de loi \u00ab Sapin II \u00bb portant sur le principe d\u2019innovation<\/strong>. A ce titre \u2013 certainement parce que cet article n\u2019est pas d\u2019une clart\u00e9 lumineuse, ils ont d\u00e9cid\u00e9 d\u2019en soumettre le texte \u00e0 l\u2019appr\u00e9ciation de plusieurs consultants et experts, dont votre serviteur.<\/em><\/p>\n

Petite remarque liminaire\u00a0: le chapitre consacr\u00e9 \u00e0 la \u00ab\u00a0d\u00e9finition du principe d\u2019innovation\u00a0\u00bb<\/em> \u2026 ne d\u00e9finit rien\u00a0; il se contente d\u2019affirmer que toutes les organisations charg\u00e9es d\u2019une mission de service public doivent promouvoir et appuyer toute forme d\u2019innovation\u00a0; et pour y parvenir, elles doivent effectuer une veille sur les formes contemporaines d\u2019innovation, y compris celles \u00e9manant des petites et moyennes entreprises.<\/p>\n

On ne peut constater l\u2019impuissance des gouvernements en la mati\u00e8re\u00a0: ses bras arm\u00e9s (le service public au sens large) ne peuvent qu\u2019aider \u2026 mais pas diriger, ou mieux, \u00eatre \u00e0 l\u2019origine d\u2019initiatives. On est loin de l\u2019omnipuissant MITI, rebaptis\u00e9 METI (Ministry of Economy, Trade and Industry) japonais, voire m\u00eame du volontarisme du Commissariat g\u00e9n\u00e9ral du Plan, n\u00e9 en France apr\u00e8s la seconde guerre mondiale.<\/p>\n

Le projet gouvernemental pourrait para\u00eetre louable s\u2019il ne se contentait pas de reconna\u00eetre un \u00e9chec\u00a0: celui des politiques \u00e0 comprendre les \u00e9volutions soci\u00e9tales actuelles et la marche de notre \u00e9conomie.<\/p>\n

Que constate le ministre\u00a0: que notre monde \u00e9volue extr\u00eamement vite, que des startups ambitieuses naissent tous les jours dont certaines ont ou vont en changer la face\u00a0: il y a eu les GAFA (Google, Amazon, Facebook, Apple), puis les TUNA (Tesla, Uber, Netflix, Airbnb), avant de nouvelles licornes qui \u00e9mergent \u00e7\u00e0 et l\u00e0 \u2026 mais pas vraiment en France. On s\u2019est enorgueilli de la pr\u00e9sence de la French Tech \u00e0 Las Vegas, mais sont leader Withings bat d\u00e9sormais pavillon finlandais\u00a0!<\/p>\n

Dans l\u2019Internet des objets, la guerre des r\u00e9seaux fait rage\u00a0: la startup fran\u00e7aise Sigfox, un des plus innovants op\u00e9rateurs t\u00e9l\u00e9com de l\u2019Internet des objets ferraille contre LoRa, issu du rachat de la startup grenobloise Cycl\u00e9o par l\u2019am\u00e9ricain Semtech\u00a0; la SNCF la premi\u00e8re tandis qu\u2019Orange participe \u00e0 la LoRa Alliance\u00a0: bref, \u00e7a part dans tous les sens.<\/p>\n

C\u2019est bien beau de regarder passer les trains en se disant qu\u2019il aurait \u00e9t\u00e9 bon de monter dedans en temps utile\u00a0; bref, de comprendre comment na\u00eet l\u2019innovation, pour mieux la pousser.<\/p>\n

Deux \u00e9coles se battent autour de deux visions de l\u2019innovation\u00a0: les ing\u00e9nieurs versus les marketers.<\/p>\n

Les marketers veulent \u00e0 tout prix prendre sans cesse le pouls des consommateurs pour \u00e9laborer des produits adopt\u00e9s \u00e0 leurs besoins\u00a0: manque de chance, dans une soci\u00e9t\u00e9 o\u00f9 les ruptures technologiques se succ\u00e8dent \u00e0 une vitesse folle, \u00e7a ne marche pas, les gens \u00e9tant incapable d\u2019imaginer une monde en continuelles mouvances.<\/p>\n

Les ing\u00e9nieurs mettent en avant le succ\u00e8s d\u2019entreprises comme Dyson ou Apple, o\u00f9 le marketing n\u2019a pas vraiment le droit \u00e0 la parole, sans oublier ces startups devenues richissimes comme Google ou Facebook \u2026 et oublie les milliers d\u2019entreprises qui s\u2019entassent dans le cimeti\u00e8re des mauvaises id\u00e9es.<\/p>\n

De toutes fa\u00e7ons, un troisi\u00e8me larron va les mettre rapidement d\u2019accord\u00a0: le financier. Un financier qui se comportera radicalement diff\u00e9rent selon qu\u2019il se trouve face \u00e0 des startups ou de grandes entreprises.<\/p>\n

Dans le 1er<\/sup> cas, ils se montrera extr\u00eamement prompt \u00e0 sortir le ch\u00e9quier, sans trop comprendre \u00ab\u00a0\u00e0 quoi \u00e7a sert\u00a0\u00bb, ni \u00ab\u00a0qui va acheter \u00e7a\u00a0\u00bb\u00a0: la plupart des startups se moquent aujourd\u2019hui du client final, seul compte le tour de table ou l\u2019acheteur potentiel et apr\u00e8s moi, le d\u00e9luge. Quoi qu\u2019il ne soit, dans toute cette masse de cr\u00e9ativit\u00e9, se cachent des p\u00e9pites \u2026 mais lesquelles\u00a0?<\/p>\n

Dans le 2nd<\/sup> cas, notre financier se montrera destructeur de valeur, coupant les co\u00fbts \u2026 et la cr\u00e9ativit\u00e9 des \u00e9quipes R&D\u00a0: essayer de lutter face \u00e0 des japonais ou des cor\u00e9ens qui eux, d\u00e9multiplient les investissement en recherche\u00a0; c\u2019est comme \u00e7a que Thomson s\u2019est retrouv\u00e9 leader mondial incontest\u00e9 des t\u00e9l\u00e9viseurs \u00e0 tubes \u2026 quand le march\u00e9 basculait au LCD, assurant la domination de Samsung et LG.<\/p>\n

En fait, l\u2019innovation na\u00eet de la rencontre de briques technologiques et de consommateurs \u2013 et donc, dans l\u2019entreprise, de discussions incessantes entre ing\u00e9nieurs et marketers.<\/p>\n

De discussions orient\u00e9es vers l\u2019avenir\u00a0: quelles sont les tendances soci\u00e9tales profondes\u00a0? Quelles sont les avanc\u00e9es technologiques montantes\u00a0? Deux flux qui se renouvellent sans cesse, et qu\u2019il convient de monitorer en permanence.<\/p>\n

L\u2019\u00e9tat a-t-il un r\u00f4le \u00e0 jouer dans tout \u00e7a\u00a0? Bien s\u00fbr \u2013 mais celui de contemplateur de trains qui passent\u00a0: il lui faut se doter d\u2019une vision, et de moyens d\u2019action.<\/p>\n

Question moyens, c\u2019est une question de volont\u00e9.<\/p>\n

Question vision, c\u2019est certainement l\u00e0 que le bats blesse\u00a0: comment un personnel politique vieillissant peut-il comprendre une soci\u00e9t\u00e9 qui se construit avec Snapchat \u2026 et non plus \u00e0 l\u2019ENA\u00a0?<\/p>\n","protected":false},"excerpt":{"rendered":"

Dans son dernier bulletin, l\u2019ilec traite de l\u2019innovation, et plus particuli\u00e8rement de l\u2019article du projet de loi \u00ab Sapin II \u00bb portant sur le principe d\u2019innovation. A ce titre \u2013 certainement parce que cet article n\u2019est pas d\u2019une clart\u00e9 lumineuse, ils ont d\u00e9cid\u00e9 d\u2019en soumettre…<\/p>\n","protected":false},"author":2,"featured_media":25130,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[147],"tags":[177,161],"yoast_head":"\nVous avez dit : principe d\u2019innovation ? - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/avez-dit-principe-dinnovation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vous avez dit : principe d\u2019innovation ? - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Dans son dernier bulletin, l\u2019ilec traite de l\u2019innovation, et plus particuli\u00e8rement de l\u2019article du projet de loi \u00ab Sapin II \u00bb portant sur le principe d\u2019innovation. 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Pour vous mettre l\u2019eau \u00e0 la bouche, un rapide interview\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2024\/04\/RPAOLA_056-scaled-1.jpg?fit=836%2C1200&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25623,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/lexperience-digitale-coeur-de-linnovation\/","url_meta":{"origin":25128,"position":3},"title":"L\u2019exp\u00e9rience digitale au c\u0153ur de l\u2019innovation","date":"4 janvier 2018","format":"gallery","excerpt":"Jusqu\u2019au d\u00e9but des ann\u00e9es 2000, l\u2019innovation renvoyait en marketing \u00e0 des process bien \u00e9tablis avec une phase importante d\u2019immersion consommateurs en amont pour d\u00e9gager des insights, puis une ou plusieurs \u00e9tapes de validation aupr\u00e8s des m\u00eames consommateurs. Le digital a fait exploser ces m\u00e9caniques bien huil\u00e9es, non seulement parce que\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/01\/P1010596.jpg?fit=490%2C427&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26823,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/et-si-le-marketing-se-reinventait-par-valerie-brisac\/","url_meta":{"origin":25128,"position":4},"title":"Et si le marketing se r\u00e9inventait, par Val\u00e9rie Brisac","date":"10 septembre 2024","format":"gallery","excerpt":"Val\u00e9rie Brisac, Directrice g\u00e9n\u00e9rale de la Communaut\u00e9 des Entreprises \u00e0 Mission, interviendra le 17 Octobre 2024 lors de la matin\u00e9e du Comit\u00e9 Scientifique de l\u2019Adetem\u00a0: Le dernier d\u00e9fi du marketing : r\u00e9former l\u2019entreprise\u00a0! En avant-premi\u00e8re, elle r\u00e9pond \u00e0 la question\u00a0: \u00ab\u00a0Dans son dernier manifeste, \u00e0 para\u00eetre \u00e0 l'occasion des 70\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2024\/09\/Valerie-Brisac.jpeg?fit=800%2C800&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25508,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/vraies-fausses-innovations\/","url_meta":{"origin":25128,"position":5},"title":"Vraies et fausses innovations","date":"9 octobre 2017","format":"gallery","excerpt":"Le Bulletin de l'Ilec de Juillet portait sur le th\u00e8me \u00ab\u00a0Temps \u00e9conomique, temps de l'innovation\u00a0\u00bb\u00a0; entretien avec Jean Watin-Augouard. Bulletin de l'Ilec\u00a0: Une marque forte permet-elle de ma\u00eetriser l\u2019opportunit\u00e9 et le calendrier de l\u2019innovation ? Plut\u00f4t en g\u00e9n\u00e9ral, par la capacit\u00e9 \u00e0 r\u00e9sister \u00e0 la course \u00e0 l\u2019innovation \u00e0 tout\u2026","rel":"","context":"Dans "Entretiens"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/10\/01-Colombo-47-Sri-Ponnambala-Vanesvara.jpg?fit=1024%2C683&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25128"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25128"}],"version-history":[{"count":2,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25128\/revisions"}],"predecessor-version":[{"id":25131,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25128\/revisions\/25131"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25130"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25128"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25128"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25128"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}