Sway Engine Marketing

Every successful person I know has an innovation network. An innovation network is simply a group of people who constantly provide you with new ideas and stimulate your imagination. This is a group of people whom you can ask questions, brainstorm new ideas with and pitch ludicrous ideas without getting shot down or laughed at.

That last one is key. It’s what makes your innovation network different from a standard professional or social network. The people in your innovation network have crossed a threshold. They’re people you trust, not only because they’re experts but because they know you personally. They spark your imagination, get you to think big and think differently.

Expanding your innovation network is key to maintaining your company’s marketing equilibrium. If you keep doing the same things over and over, year after year, eventually your marketing will stagnate.

An innovation network is how you stay excited and imaginative about your company’s marketing potential. It’s part of the idea pipeline that includes a technology review committee and a marketing lab environment.

So where do you find people in your network?

I say start by attending trade shows and conferences. These are where the best and brightest in any industry gather. But don’t go to the same events you’ve always gone to. Try attending at least one new trade show or professional gathering every year. You’ll learn new ideas, but you’ll also meet new people whose backgrounds differ.

Once you’ve met people with whom your personality clicks, the same rules of networking apply. Keep in touch with them. Get to know them. Throw ideas at them and occassionaly meet. Do your part by answering their questions and sharing your knowledge.

Remember this is a innovation network, so your communication should spur ideas. Ask what’s new in your network’s companies or industries. Ask what’s working and why?