{"id":6043,"date":"2025-09-03T08:20:40","date_gmt":"2025-09-03T08:20:40","guid":{"rendered":"https:\/\/www.euteknos.it\/?p=6043"},"modified":"2025-09-02T09:50:02","modified_gmt":"2025-09-02T09:50:02","slug":"authentic-innovation-beyond-chasing-trends-the-enduring-value-of-the-product","status":"publish","type":"post","link":"https:\/\/www.euteknos.it\/en\/authentic-innovation-beyond-chasing-trends-the-enduring-value-of-the-product\/","title":{"rendered":"Authentic innovation: Beyond chasing trends, the enduring value of the product"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;26px|||||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Summary<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euteknos.it\/en\/authentic-innovation-beyond-chasing-trends-the-enduring-value-of-the-product\/#Authentic_Innovation_Beyond_Chasing_Trends_the_Enduring_Value_of_the_Product\" >Authentic Innovation: Beyond Chasing Trends, the Enduring Value of the Product<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euteknos.it\/en\/authentic-innovation-beyond-chasing-trends-the-enduring-value-of-the-product\/#The_Risks_of_False_Innovation\" >The Risks of False Innovation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euteknos.it\/en\/authentic-innovation-beyond-chasing-trends-the-enduring-value-of-the-product\/#Coherent_Innovation_The_Sustainable_Alternative\" >Coherent Innovation: The Sustainable Alternative<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euteknos.it\/en\/authentic-innovation-beyond-chasing-trends-the-enduring-value-of-the-product\/#The_Winning_Model_Structure_Vision_Sustainability\" >The Winning Model: Structure, Vision, Sustainability<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euteknos.it\/en\/authentic-innovation-beyond-chasing-trends-the-enduring-value-of-the-product\/#Why_Coherent_Innovation_Pays_Off_Over_Time\" >Why Coherent Innovation Pays Off Over Time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.euteknos.it\/en\/authentic-innovation-beyond-chasing-trends-the-enduring-value-of-the-product\/#From_Fleeting_Chases_to_Targeted_Progress\" >From Fleeting Chases to Targeted Progress<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Authentic_Innovation_Beyond_Chasing_Trends_the_Enduring_Value_of_the_Product\"><\/span>Authentic Innovation: Beyond Chasing Trends, the Enduring Value of the Product<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>In a global context where competition is fierce\u2014among China, India, and the USA\u2014many companies chase the latest trend to stay relevant. But this race can backfire: apparent innovation (or &#8220;false innovation&#8221;) can distort the product\u2019s identity, waste resources, and fail to deliver any real competitive advantage.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Risks_of_False_Innovation\"><\/span><span style=\"color: #993300;\">The Risks of False Innovation<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Quality at Risk Over Time: Focusing on flashy but short-lived features compromises investment in aspects that ensure product durability and a company\u2019s reputation.<\/li>\n<li>Scattered Strategic Vision: Creative energy is poured into ephemeral projects instead of being invested in innovations with long-term returns.<\/li>\n<li>Brand Incoherence: Changes that don\u2019t align with the company\u2019s identity create dissonance\u2014customers perceive a product that betrays its values and history.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Coherent_Innovation_The_Sustainable_Alternative\"><\/span><span style=\"color: #993300;\">Coherent Innovation: The Sustainable Alternative<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Countering this drift means putting the product at the center, combining:<\/p>\n<ul>\n<li>Incremental Innovation (continuous improvements on what already works),<\/li>\n<li>Disruptive Innovation (solutions that redefine value),<br \/>without ever losing sight of the tradition of \u201cwell-made\u201d that defines Made in Italy.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"The_Winning_Model_Structure_Vision_Sustainability\"><\/span><span style=\"color: #993300;\">The Winning Model: Structure, Vision, Sustainability<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A conscious and strategic approach involves:<\/p>\n<ul>\n<li>Shared Vision: Before innovating, the essential question to ask is \u201cwhy innovate?\u201d<\/li>\n<li>Structured Innovation Funnel: A process articulated in clearly defined steps\u2014from idea generation to economic validation\u2014with portfolio management and agile teams to focus resources only on projects with real potential. (InspireIP, qmarkets.net)<\/li>\n<li>Sustainability and Resilience: Processes designed to reduce waste, value people, and ensure continuity even in uncertain contexts.<\/li>\n<li>Constant Measurement of Results: Both quantitative and qualitative monitoring\u2014time to market, contribution to revenue, and more.<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_image src=&#8221;https:\/\/www.euteknos.it\/wp-content\/uploads\/2025\/08\/avvicinarsi-allinnovazione-nellartigianato.jpg&#8221; title_text=&#8221;avvicinarsi all&#8217;innovazione nell&#8217;artigianato&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Coherent_Innovation_Pays_Off_Over_Time\"><\/span><span style=\"color: #993300;\">Why Coherent Innovation Pays Off Over Time<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Sustainable Growth: Products that maintain quality and appeal retain customers, margins, and reputation.<\/li>\n<li>Extended Product Life Cycle: There\u2019s no need to reinvent\u2014just evolve: expanding the value of a best-seller without compromising its identity.<\/li>\n<li>Market Resilience: Anticipating trends and reducing the risk of internal cannibalization through a clear and well-established strategy.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"From_Fleeting_Chases_to_Targeted_Progress\"><\/span><span style=\"color: #993300;\">From Fleeting Chases to Targeted Progress<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Change for the sake of change is not enough. What\u2019s needed is innovation that respects identity, quality, and sustainability, building strong foundations of value. Only then can we shift from a directionless race to conscious progress.<\/p>\n<p>[\/et_pb_text][et_pb_button button_url=&#8221;https:\/\/www.euteknos.it\/en\/join-euteknos\/&#8221; button_text=&#8221;Join euteknos&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a global context where competition is fierce\u2014among China, India, and the USA\u2014many companies chase the latest trend to stay relevant.<\/p>\n","protected":false},"author":2,"featured_media":5962,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"Authentic innovation: Beyond chasing trends, the enduring value of the product","_seopress_titles_desc":"In a global context where competition is fierce\u2014among China, India, and the USA\u2014many companies chase the latest trend to stay relevant.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[65],"tags":[],"dipi_cpt_category":[],"class_list":["post-6043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-magazine-en"],"_links":{"self":[{"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/posts\/6043","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/comments?post=6043"}],"version-history":[{"count":5,"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/posts\/6043\/revisions"}],"predecessor-version":[{"id":6338,"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/posts\/6043\/revisions\/6338"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/media\/5962"}],"wp:attachment":[{"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/media?parent=6043"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/categories?post=6043"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/tags?post=6043"},{"taxonomy":"dipi_cpt_category","embeddable":true,"href":"https:\/\/www.euteknos.it\/en\/wp-json\/wp\/v2\/dipi_cpt_category?post=6043"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}