Annual Conference 2013 interview: Doug Hall

Ahead of his appearance at this month's Annual Conference, inventor Doug Hall talks to Elen Lewis about the importance of being committed to innovation and why most brands are frauds.

What’s the first step a business can take in its journey to become more creative?
The first step is for the leadership to make a commitment to innovation as the organization's primary business strategy. The data from three countries shows that those companies that make innovation their primary focus - realize double the profit margins and triple the sales growth. With the commitment of the leader to innovation, as opposed to cost savings, with quality and customer insight as the growth strategy - a chain reaction of positives occur.

What's the most creative business you have known and why?
Small and mid sized companies that are still run by the founder. They are often "made fun of" because 50% of them fail. However, that's a 10X improvement versus the 5% success rate that research finds multi-nationals enjoy. Why is being more creative beneficial for businesses? They make more money. Period. End of Story. And, as a result of higher profit margins and sales - they can invest in their people and the next generation of ideas. Those that are not creative are commodities.   

How do leaders nurture creativity within their teams?
The first and most important step is to move from innovation as a random art to innovation as a reliable system. To engage teams - a team as opposed to a "guru" mindset must be nurtured.

Who or what has inspired you most profoundly in your career?
Ross Love, the retired CMO of Procter & Gamble, taught me to think deeply and to have the courage to act on what you believe is the truth.. Dr. W. Edwards Deming taught me that 94% of problems are due to the system, 6% the worker. Maggie Nichols, COO of the Eureka! Ranch teaches me how to realize the amazing potential of today's younger generations.

Is a creative business leader born or made?
Creative business leaders are made when a person commits to not accept the same old, same old. When they make a commitment to never ending learning and innovation they become a leader.

What’s your guilty pleasure?
Scotch Whisky & real Neapolitan pizza. For whiskey, it's Highland Park 18 and any of the Macallan's. For the best Pizza in London I go to Story Deli on Bethnal Green Road.

What would you say to your 17-year-old self?
I gave a commencement address at the University of Maine that was a "Declaration of Independence from Baby Boomer Conformity" https://innovationnews.com/doug-hall/#aboutvideos where I said what I wanted my children to hear when they were at about that age. I still stand by my words.

Tell us a secret
I've never released this finding before --- Our quantitative research finds that most brands are frauds.  They are logos not brands. A simple test for a "real brand" is the ability of the brand to easily hold price? If they can't hold price, they are a commodity. The solution to most marketing problems is to make an investment in technology innovation. When a product or service is meaningfully unique customers are willing to pay more money for it. Then - when you tell the "truth" in your marketing - you realize a chain reaction of sales and profit growth.

Doug Hall is one of the speakers at this year's Annual Conference on 21st November.