Eliminate "Innovative" to Improve Your Marketing

“We’re innovative.” Sound familiar? It should. It’s on so many B2B websites, especially those that provide services. What does it really mean though?

From an academic viewpoint being innovative means being creative in order to generate new ideas or processes and having the discipline to implement them.

In my experience, though, most business owners and leaders use “innovative” to try to convey that they’re a creative group of people. They want to let people know they’ve developed a special twist on providing services better or faster or less expensively than their competitors. In some cases, they’ve developed an entirely original service.

Both scenarios create value for their clients and for that reason are really exciting! Yet enthusiasm for this type of inspired thinking is hard to muster when “innovative” is the only word used – and truly an over-used word – to describe the very thing that differentiates them from all other options their current and future clients have.

If you want to erase innovative from your marketing vocabulary, here are five words that can help you more authentically describe your team.

(yes, this could be perfect!)

If you have a good beat on how your team expresses their creative talents, then it should be easy to identify with one of those lively adjectives. It may also conjure up some novel imagery you can use in your marketing content which is an added bonus.

If you’re not seeing the perfect fit here and feel inspired to delve into the subject a little more to come up with something more specific, more genuine, that’s even better.

If you’re thinking, “Gee, Kelly, I’d like to learn more about my team” then I’ve included some links below to information about personality assessments you might find helpful for the purpose of being more authentic about your brand. (If you’d like to utilize these assessments for hiring or talent development, I highly recommend working with a credentialed professional and am happy to make recommendations if you need one.)

I want your marketing to be as effective as possible, and in an informed, connected, and transparent B2B market. If you've been following my "Building the Brand from Within" series, you know that means being honest about your brand. Check out the resources below or contact me if you’d like to explore ways we can work together to build your brand from within.


Personality Assessments -- here are just a few to get you started:
Myers-Briggs Type Indicator
StrengthsFinder  Offered through the Gallup Organization
DISC Assessment
Harrison Assessment

Learn why authentic B2B brands are on the fast track to success. Download my eBook, The Marketing Road Less Traveled.

Learn more about the research on organizational creativity (in print and available for purchase where academic books are sold): Zhou, J. & Ren, R. (2012). The Oxford Handbook of Positive Organizational Scholarship. K. Cameron & G. Spreitzer (Eds.), Striving for Creativity, Building Positive Contexts in the Workplace (page 98). New York, NY: Oxford University Press.

About Me, Kelly Stewart: Through Attractivate I’m able to help business leaders focus on B2B marketing strategies that will help them reach their organizational goals. As an On-demand Marketing Director I provide the trusted guidance they need, when they need it, and make every effort to help them build on what’s working as the first step toward greater success. I’m also a Speaker, Champion for Positive Businesses and Practical Optimist. I live in Bucks County, PA with my fun and wonderful husband and our four dogs of all sizes.