The pitfall with identifying a Novel Point of View is that organizations start searching for a “groundbreaking” viewpoint that “no one else has ever thought of”. This is an ingredient for paralysis.

“Novel” means that a company’s viewpoint triggers new ways of thinking about customer or stakeholder-relevant themes. If this is what your company’s viewpoint does, the viewpoint doesn’t have to be entirely new to your industry.

IBM’s “Smarter Planet” idea wasn’t completely new, yet it was IBM that managed to articulate a well-thought-through viewpoint around this idea, and is committed to aligning its products and services with this idea. The company’s actions and communications are driven by its Novel Point of View, and as such, it knows how to trigger customers and stakeholders and build meaningful conversations with them.

 

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