IFA Berlin and Tech Up For Women recently hosted a webinar exploring strategies for advancing innovation as part of the International Tech Up Talks series. Moderator Faye Holland of Cofinitive welcomed Samsung Electronics America’s Senior Vice President of Corporate Marketing & Communications, Michelle Crossan-Matos, and Google’s Managing Director of Apps, Imma Calvo to discuss the topic.
The conversation touched on how the pandemic has accelerated the pace at which brands are bringing new ideas to market, and how consumer confidence has been rebounding in the US. Crossan-Matos and Calvo shared insightful messages about ways companies can implement meaningful change.
“Innovation doesn’t just happen — it’s designed by humans for humans. And diversity is a critical ingredient. The innovation process is a multidimensional one and we must learn to approach it empathetically and surrounded by colleagues of diverse backgrounds with varied point of views so we can all bring something uniquely remarkable to the table,” said Crossan-Matos.
“Embrace disruption, even if it means becoming industry-agnostic to create a differentiated experience. The industry you operate in or founded your business on doesn’t matter as much as who your consumer is and what you can offer them. For example, gaming adapted and moved into social and social moved into e-commerce,” said Calvo.
“Leverage innovation to not just fulfill consumers’ current or predict future unmet needs, but to also build a brighter tomorrow – one that is more inclusive and sustainable. Social responsibility, accessibility, and sustainability aren’t just buzz words. At Samsung, we’ve accelerated the design and development of green technology and launched initiatives like our Galaxy Upcycling program and our Eco-Packaging solution – all to create a positive long-term impact on our planet. We’re also revolutionizing access to technology for ALL through a wide range of accessibility features and functionalities,” said Crossan-Matos.
“Be fearless about failure! Fear of failure actually inhibits innovation by suppressing new ideas. Being fearless means being someone who makes mistakes but rather than dwell on those mistakes, view them as learning experiences that give you the opportunity to iterate and evolve,” said Crossan-Matos. Expanding on her point, Calvo added, “Try to find a company that creates a space for you to fearlessly exercise your innovation muscles. And once you’re there and you become a leader, don’t forget to create an inclusive, failure-safe place for the new industry entrants.”
The full Tech Up Talks session can be found below.
Jessica is the Chief Digital Editor for CT Lab Global Media, the North American platform for IFA Berlin.