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How to Deliver Better Return on Innovation Through Improved Communication With Stakeholders

Effective communication can resolve or ease some of innovation’s most difficult problems. This report discusses the impact of communication and guides innovation leaders and others in communicating internally and externally.

EXECUTIVE SUMMARY

As companies plan for the postpandemic future, many are looking to innovation as a prime growth strategy. It is also a prime challenge, as the past has shown that innovation outcomes often fall short of aspirations. While companies lean heavily on time-tested practices like strong support from the C-suite and tolerating (and learning from) failure, they often ignore a practice that’s so ubiquitous it is often overlooked: communication. It is not enough to come up with a new product or service: the company must also drive adoption of the new product or service through effective communication—finding the right words to influence the right audience at the right time.

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Tool Kit: Five Communication Strategies for Advancing Innovation

Tool Kit: Seven Skills for Communicating Innovation Successfully

AUTHORS

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Anne Greer

Program Director, Market Insights Council; Co-Program Director, Innovation Leadership Council, and Applied Innovation Council
The Conference Board

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Xiaohui (Janet) Hao, PhD

Senior Economist
The Conference Board

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Sean Hicks

Consultant
Boston Consulting Group (BCG)

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John Metselaar

Co-Leader Innovation & Digital Transformation Institute, Program Director of the European, Asian, and Gulf Innovation Councils, and European Chief Technology & Innovation Officers Council
The Conference Board

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Rita Shor

Co-leader of the Innovation and Digital Transformation Institute, Program Director for the Product & Service Development Council, and Co- Program Director for the Innovation Leadership Council

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Our Experts

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Rita Shor

Co-leader of the Innovation and Digital Transformation Institute, Program Director for the Product & Service Development Council, and Co- Program Director for the Innovation Leadership Council

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John Metselaar

Co-Leader Innovation & Digital Transformation Institute, Program Director of the European, Asian, and Gulf Innovation Councils, and European Chief Technology & Innovation Officers Council

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