如果你认为平时创新很难，那就试试在全球大流行病期间进行创新吧。如果你允许它发生，它就会变成彻头彻尾的失败。但如果创新很容易，每个人都会去做。
在过去的 20 年里，有两个行业经历了巨大的变革，不得不拥抱创新，它们就是消费品包装行业（CPG）和媒体行业。我亲眼目睹了这两个行业的变革。在我作为这些领域的业务和产品领导者的职业生涯中，我也曾面临过不少挑战和危机。
During the 2008 financial crisis, I was in the middle of creating a product to democratize market intelligence across CPG and retail. Our goal was to make all front line sales more successful by using better insights with lower friction. When I look back on that innovation I see it as an inflection point for many underlying technological changes, such as the rise of the iPhone and a shift from on-premise to cloud computing. A key lesson I took away as a leader from that experience was the need to build in resiliency for change.
In my current role as the general manager of Nielsen Advanced Video Advertising Group, we were in the early stages of our recently announced addressable TV beta program when the world went on lockdown due to novel coronavirus (COVID-19). My team and I had to go into crisis mode. I often say a big part of my role is crisis management with an eye toward innovation. But never did I expect that would involve me leading a global team from my dining room table with two new co-workers, my 8 and 13 year-old daughters. I also didn’t expect that I would be helping my team see the positive in a pandemic as we identify innovative solutions (like a virtual beta lab) to keep our beta program going. But transformations like these are how we serve our clients as they seek much needed flexibility to navigate the uncertainties of the upfronts. Now, more than ever, I remind myself daily to be flexible, be nimble to adapt and to embrace the change.
Business leaders are navigating incredible uncertainty. It is in these times that staring into the face of adversity is the best preparation to ensure future success. Here are a few ways I have tried to innovate through this crisis with my team:
激发有意义的变革
Don’t underestimate the importance of connecting to the heart before connecting to the mind. To move people, we have to tell a story that makes people feel something. When faced with a crisis, don’t forget that teams and customers will prioritize what’s important. You have to continue to provide purpose to your team and to your customers.
关注你能控制的事情
No one can control the advertising market. No one can control the economy. Don’t fret over the things that you cannot influence.
相反，最好是集中精力应对挑战，有效沟通，迅速解决问题。最重要的是，要专注于实现共同目标和庆祝小的成功。感恩是一种强大的情感，因此一定要每天说谢谢，并及时鼓励你的员工，这样他们才能继续做大事。
适应性强
Adaptability is an everyday thing. What you think your business is today will be very different three years from now. You’ll only get there if you are willing to adapt based on learning and embracing change. You have to be willing to set aside your preconceived notions from prior to COVID-19 hitting. Remember: Do not be afraid to explore and learn the unknown.
关系+激情=成功
建立稳固的关系和拥有激情是成功的关键。在 COVID-19 推广之前，我从未意识到这两点有多么重要。虽然社会疏远措施限制了我们看待他人的方式，但与朋友、同事和客户建立牢固的关系可以减轻我们当前的现实负担。
And if we are not passionate about what we are building, we’ll fail. Encourage your people to feed their passions; it can lead to so many positive outcomes to accelerate an innovative environment.
拒绝放弃
Stop focusing on the end goal and concentrate on what’s next. This is a critical part of successful innovation, especially during a challenging climate. Don’t forget that teams are more motivated to keep going if leaders can give them hope and inspiration. In a time of crisis, don’t forget how much your team needs you to bring your optimism and energy every day – their own energy levels and motivation will reflect yours.
变革本身需要接受动荡、不确定性和无序。真正的创新正是来自不确定性和未知。在这场危机中，我们都可以控制的一件事就是如何继续引领创新本身。
As leaders, an important aspect of driving innovation is to lead with an insurgent mentality. At Nielsen, we know the importance of using data and facts, free from bias or fear to guide our decisions. Help your teams channel their energy and focus their priorities on what will be important to the business and will make a difference in a post COVID-19 world, and also help your clients drive growth and lean into the opportunities that arise from a crisis. During challenging times we must avoid being risk-averse, gun-shy and resistant to change. As the great Jack Welch said, “Face reality as it is, not as it was, or as you wish it to be.”
COVID-19 之后的生活肯定会充满新的现实。您希望它们是怎样的呢？
A version of this article first appeared in AdExchanger’s Data-Driven Thinking Column on April 30, 2020.
