Peter Zale's CV
Creativity and Business
me, creativity is the soul of business. How can you survive without
adapting constantly to changing conditions and doesn't that mean being
constantly creative? New ideas, new approaches and new products though
don't happen via a bolt from the blue; they happen often because they
are meant to out of the business
model your company has. In other words, success is in a
company's DNA if it can only mine it.
that DNA means stepping back and dispassionately looking at your
business in terms of its strategy, its management and its marketing. It
is assessing strengths and weaknesses and the forces of your market. It
is looking at what your real capabilities are and what business you're
really in, sometimes in spite of what you think.
- The problem: An Ohio dairy
developed a new bottling technology that made an important process in
milk delivery a great deal cheaper. However they were not succeeding as
they thought they should be with it.
- The Solution: The
dairy business was no longer where they belonged.
They had become members of the technology supply business. They just
didn't know it yet. They had to sell the dairy and focus on the
technology, marketing it to a variety of different industries.
- The problem: Some
partners and I had a business school project to develop and present a product design to a well
known consumer products company.
- The solution: We ended
up selling the product to the company because we
designed the product to target their DNA.
They were great at making plastic, battery powered, gear-driven devices
that could be sold at Wal-mart. So we designed a product to meet