To innovate fast is not to rush.

When you see articles from room44, you’ll do one of two things: you’ll react or you’ll respond.

Similarly, you see activity in the market place and react with a knee jerk, or you think about it and form a response.

Reactions tend to be what you do from a sense of urgency and with a perceived need to hit back hard and fast.

A response takes a bit longer to formulate; a bit longer to consider the pros and cons; a bit longer to work into a plan.

The response, however, benefits from having a longer-term goal with a route that leads towards it. Kind of like a strategy. Exactly like one, actually. You could almost mistake them for the same thing.

When you ‘respond’ something else happens. As the long game is worked out, the short game becomes more considered too.

Response is defined as being a counteracting force or influence.

In business terms, we can all see the sense in this. We can respond by meeting competitive pressure and we can influence consumer behaviour by delivering a stimulus to provoke a reaction – like producing a better widget than the other guy.

Making a short-term decision in reaction to an event is satisfying for a while, until another emergency flares up. It becomes clear quite quickly that emergencies are most often things initiated by somebody else: an external factor.

On the other hand, to take a hard look at a situation, to develop an idea and to create a plan that differently meets a new market need, is where we find the roots of strategy and long-term viability, as well as competitive insulation.

There are no secrets here and no silver bullets. Just a money shot that takes a little bit longer to aim.

We are here to help you to innovate fast, but we don’t rush.

Future thinking. Future-proofing. It’s what we do. #room44innovates

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