Innovation has two elements – novelty and commercial success. Novelty without commercial success is an invention. Commercial success without novelty is me-too. One tool in planning a novelty is applying the law of the opposite.

The law of the opposite states that in order to be successful, one should go in a direction that is in contrast from most others. And there are several models that have been testament to this.

The opposite of soda with lots of sugar is called Zero, hence attracting lapsed consumers. The opposite of a struggling learner is an intelligent one and Ahead Tutorial is targeting those who want to get ahead, the bigger segment of noncustomers, instead of those who are a little slow on the uptake, which is a much smaller segment. The opposite of boring is interesting and this is seen in the colorful and expressive characteristics of Belle de Jour Planners for career women who use printed planners to slow them down in their fast-paced lifestyle, instead of using digital alternative. The opposite of grading quality of answers is grading quality of questions, thus Markprof Foundation’s annual marketing leadership bootcamp for graduating university student leaders increase mindfulness of students on critical thinking by asking the right questions. Read more

Mansmith and Fielders Inc

about Mansmith and Fielders Inc

Mansmith and Fielders Inc. is the leading training and consultancy company in the Philippines offering the widest range of marketing and sales, strategy and innovation courses in Asia. Since 1990, Mansmith and Fielders, Inc. has remained an advocacy–based company where substantial amounts of its annual profits go to various advocacies focused on education and youth empowerment led by Marketing authors and business educators, Josiah Go and Chiqui Escareal-Go. It is also the initiator of several awards and major conferences which include the annual Mansmith Young Market Masters Awards (YMMA), launched in 2004, it is the first and only recognition for young marketers and entrepreneurs 35 years old and younger, with Philippine Retailers Association and Philippine Franchise Association as official organization endorsers, Philippine Daily Inquirer as official publication, Abenson and Waters Philippines as sponsors.

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