Renovate Before You Innovate

About the Author

Sergio Zyman is a highly respected figure in the marketing world, known for his innovative and sometimes controversial ideas. He has held prominent positions, including Chief Marketing Officer at Coca-Cola, where he was responsible for some of the most iconic marketing campaigns in history. Zyman's career is marked by his willingness to challenge the status quo and rethink traditional marketing strategies. He is also the author of the bestselling book The End of Marketing as We Know It, where he argued that marketing should be accountable and focused on measurable results. In Renovate Before You Innovate, Zyman, along with co-author Armin A. Brott, explores the often-overlooked value of enhancing existing business practices over pursuing new, untested innovations.

Main Idea

Renovate Before You Innovate challenges the widespread belief that innovation is the primary key to business success. Sergio Zyman posits that many companies become too focused on creating new products and services, often at the expense of improving and optimizing what they already do well. He argues that true growth comes from a deep understanding of a company's core essence and leveraging it to enhance existing offerings. Zyman introduces the concept of "renovation" as a strategic approach, emphasizing that companies should start with what they are known for and build upon it to create stronger, more sustainable brands. The book is a call to action for businesses to refocus on their core competencies and deliver value through consistent and meaningful customer experiences.

Table of Contents

1. Obsession with Innovation
2. Renovate Instead
3. Renovate Your Thinking
4. Renovate Your Business Destination
5. Renovate Your Competitive Frame
6. Renovate Your Segmentation
7. Renovate Your Customers' Brand Experience

Obsession with Innovation

In the opening chapter, Zyman addresses the modern business world's fixation on innovation. He argues that while innovation is important, it is often misunderstood and misapplied. Companies tend to see innovation as a silver bullet, capable of solving all problems, without realizing that it can lead to a loss of focus on core strengths. Zyman writes,

"Many companies rely too heavily on innovation to solve their problems, and they attempt to start over with something fresh to revive old and tired businesses." — Sergio Zyman

Instead of constantly pursuing the new and untested, Zyman suggests that companies should focus on renovating their existing products and services. This means enhancing what they already do well, rather than discarding it in favor of something entirely new. He uses the example of Coca-Cola's failed attempt with New Coke, which was an innovation that ignored the company's core essence. The lesson, Zyman argues, is that businesses should build on their existing strengths and deepen their connection with customers.