With all this change, your employer’s or customer’s thinking goes something like this. Customers want a new product or an enhanced existing product. Who’s got the ideas, knows our core competencies, and has the abilities to exploit them? Answer: our employees – namely internal Brand U’s.
So, the next frontier of new ideas is from Brand U’s – people, employees, contractors, or suppliers. Management consultants have coined a new term, ‘knowledge engineering’, to describe how they can capture our inspiration, innovation, and invention.