innovation | February 06, 2013

Creating A Cultural Connection: Jeremy Gutsche at Parallels Summit 2013

What are you trying to do with your company? It may sound like an easy question, but as innovation speaker Jeremy Gutsche told the audience at the Parallels Summit 2013, understanding your company's goals are key components to drafting an effective strategy. "Why should I choose you versus any of the other competitive vendors in the room?" he asked. Part of that decision, he says, relies on whether you've made a cultural connection with your consumer. You need to focus your strategy on understanding what your customer wants—and finding a unique way to deliver it to them. When you create an innovative company that is totally in tune with their clientele, Gutsche says that you can create a culture of obsession where your clients will advertise for you through word of mouth, and continue to give you their loyalty.

On stage, Gutsche presents audiences with a dynamic presentation geared toward creating a culture of innovation within any organization. At the Parallels conference, Gutsche spoke about finding a game-changing product—and being able to adapt it to a changing market. Complacency will be your downfall, and you must be willing to produce a product that is both innovative and adaptable. Further, your product should tell a story that engages your clients and makes it impossible for them to choose your competitors. You shouldn't look at the process as simply selling a product. You should try and produce something—whether a product, an experience, or both—that your customer will connect with.

As the winner of The Cisco Innovation Excellence Award, it's no wonder that Gutsche's advice has become highly regarded and internationally renowned. The founder of, he has created his own culture of innovation at the largest trend spotting website on the planet. In this talk, and his other top requested keynotes, his energy is infectious. He doesn't simply stand at a podium and deliever his talking points. Instead, he engages the audience and creates a connection with everyone in the room—fitting, of course, considering his subject matter,

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