Copying is at least as important as being innovative

segunda-feira, maio 21, 2012 David Barradas 0 Comments

For businesses, being good at copying is at least as important as being innovative

EVERY year Les Wexner, the owner of Victoria’s Secret, a lingerie retailer, takes a month off to travel the world looking for other companies’ ideas to adopt. Limited Brands, his clothing group, seeks lawful inspiration from firms ranging from airlines to consumer-goods manufacturers. Mr Wexner’s philosophy is that business should celebrate imitation.

That is almost a heresy. Politicians and countless awards ceremonies extol innovation’s role in economic growth. Businesses are told to innovate or die. Imitators are cast as the bad guys: “The corporation that is first…has an opportunity to manufacture with the highest frequency and in the most desirable markets,” proclaims the boss of Burkett & Randle in “Duplicity”, a 2009 corporate thriller starring Julia Roberts. The firm duly triumphs over the evil rival which tries to copy its supposed cure for baldness.

In the real world, companies copy and succeed. The iPod was not the first digital-music player; nor was the iPhone the first smartphone or the iPad the first tablet. Apple imitated others’ products but made them far more appealing

http://www.economist.com/node/21554500

PS1 It’s better to have an ok product with a very good sales/marketing, than to have a very good product with an ok Sales/marketing.