Issue link: https://read.dmtmag.com/i/115996
Web Roads By Tom Kelley Innovate Or Die Industry Association Promotes Innovation The business landscape is covered with examples of this simple maxim. A small computer company only of interest to graphics professionals innovated by applying its rigorous design ethic to personal electronic devices, and in less than a decade became one of the ten most valuable companies in the history of the world. That company is Apple. A century-old giant in the world of photography that failed to innovate as digital cameras became ubiquitous had to file for bankruptcy in 2012. That company is Kodak. Today, both companies are household names, one innovated, one did not. The results are clear. Although less frequently than on the grand scale of Apple and Kodak, participants in the consumer electronics industry live or die by innovation. At the entry level, internal innovation is rarely lacking, but external barriers to innovation can be insurmountable. Recognizing that the overall health of its industry is highly dependent on entry-level innovation (remember, Apple didn't invent the portable music player), the Consumer Electronics Association (CEA) has taken on the task of not only encouraging its 2,000 members 16 web road 0413.indd 1 to continually innovate, but is also working to break down many of the external barriers to innovation. Well-known for its annual Consumer Electronics Show, officially known as the International CES, the CEA is a best case model for an industry association. Unlike many associations that split into factions (e.g. "We're brake guys, why should we work with the suspension guys"), or that only represent their largest members, the CEA is an inclusive organization that works equally effectively for all of its members, from Mom & Pop outfits, up to the global giants. In June, 2009, the CEA's President and CEO, Gary Shapiro, announced the launch of a bipartisan grassroots policy initiative, the "Innovation Movement." Sponsored by the CEA, the Innovation Movement is comprised of more than 200,000 Americans who believe that innovation is the backbone of our economy and the www.studentdriverplacement.com April '13 3/13/13 2:14 PM