Entrepreneurship & Innovation
Gino Cattani & Simone Ferriani: Tradition vs. Innovation?
The shockingly-close relationship between innovation and tradition
Innovation can't be adopted if it's misunderstood
BOLOGNA, ITALY: Words matter, dear innovators, so pick them wisely.
The world’s premier innovation scientists, Gino Cattani (New York University) and Simone Ferriani (City University of London), have just concluded a monumental study into how language, alone, allows others to correctly appraise an innovation’s value.
A good example might be Steve Jobs asking Universal Music Group for the rights to sell their music catalogues on Apple computers. Which words must this jeans-clad techy use to convince a board of ultra-conservative executives that he holds the keys to music distribution’s future?
Let’s discover innovation’s linguistic barrier!