482 EXTRA Overlapping Profitability & Innovation

<p>*** Apologies for the sound quality ***</p> <p>Because one of the things that are really key when it comes to innovation especially disruptive innovation is that you need to spend money on things that don't necessarily generate a profit. In fact, if they generate a profit, that's it, that's a great thing in a rare thing scarce thing, but tons of innovation doesn't necessarily generate any profit. I mean, it could. I've been in many situations where that has been the case where we're working with a client. We have an ideation session we generate all these amazing ideas. We could generate 7070 200 ideas in a single session. In that single session of 7200 ideas with I be able to pull one or 2 out. &nbsp;&nbsp;They're interested in working up in those one or 2 that they pull out, and they're just working on the creative PLC for only the ones that are directly connected to profit motive directly connected to making money. There could be 98 other ideas, some of which. No money but improves the lives of its customers. Do you think those are the ones we focus on rarely? &nbsp;But they don't work on it because it doesn't bring profitability, where capitalism is in innovation. Because the capitalist once increased profitability, where's the innovator once improved the lives of the customers and the people that the effect. One of the first things they do is shut down their innovation group, but they reduce their innovation group they decide they're not going to spend money on the issue we need to. &nbsp;&nbsp;I'll bet you most of the time they can just applying that specific problem to the innovation group and say, Hey, you know mission group comes up with a way for us to increase our profitability. They will because they're flexible they can do all these things you said to give them direction. So to say this is what we need to do, we need to improve profitability I did this once for one of my clients was it what we do is we can have this ideation session when we're into your session we're having so much trouble well wha