92: Innovation is IMPERATIVE with Richard Haasnoot

Richard HaasnootRichard is a Serial Entrepreneur who has created and run several businesses. He has also worked as a Professor at Arizona State University, school of management (for six years); he has authored six books, including Proven Practical Innovation That Delivers Results; he was the VP of Marketing at Gallo Winery for 10 years; and was the senior leader in sales at Procter & Gamble for 16 years!

What’s something that most people don’t know about you?

  • Richard is all about innovation and helping people learn / understand this is the key. That’s why he started podcasting.
  • 75% of all new, innovative ideas fail within 5 years, if not sooner.

Lessons learned in podcasting

  • The 1 main reason people fail – tune in!
  • # 1 Innovation Success Dynamic: the ONE thing it MUST do is convince a competitive user to switch to your product/service.
  • What does it take to get someone to switch?… A dramatically better set of benefits
  • 3 Things you MUST communicate to your listeners:
    o Communicate a very clear benefit – what need will you meet for them?
    o Give them a reason to BELIEVE you can actually DELIVER the benefit
    o Tell listeners how what you offer is dramatically better than some, most, or all of the alternatives out there
  • Learn MORE about innovation rather than entrepreneurship
  • Features vs. Benefits – Benefits are KEY!!!!

Tips for growing & monetizing your podcasting

  • Targets Chief Innovation Directors
  • Invites them to be interviewed on his podcast
  • Helps him to develop relationships with the key people
  • E-mail blasts


Innovations and Best Practices Podcast


Thanks to our Host, @IAmTheRealBrian for another amazing Podcasters’ Paradise Interview!
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