????4. 擁抱社交媒體，但不要跟風(fēng)，簡單地把它們當(dāng)作營銷的平臺。正如作家兼麻省理工學(xué)院（MIT）研究員的格蘭特?麥克拉肯最近在《哈佛商業(yè)評論》（Harvard Business Review）博客中所述，可以把它們視為產(chǎn)品和服務(wù)理念的免費(fèi)調(diào)研平臺。不要一出現(xiàn)（Pinterest和Tumblr這樣）的新型大眾社交平臺，馬上就本能地作出反應(yīng)：“我們馬上開通一個公司帳戶來進(jìn)行市場營銷！”沒錯，有時候，努力保持與時俱進(jìn)很可貴。但它也可能導(dǎo)致時間和資源的浪費(fèi)。倒不如讓員工花些時間用這些網(wǎng)站尋找當(dāng)下的靈感。讓員工看看Pinterest上有沒有什么有待發(fā)現(xiàn)的文化趨勢、審美趨勢、甚至行為趨勢可以給我們現(xiàn)有的項(xiàng)目提供一些幫助。這樣的練習(xí)可以能成為專注而有益的研發(fā)活動，最終產(chǎn)生切合時代的新點(diǎn)子，從而真正用好社交媒體。最妙的一點(diǎn)是，它基本上不用掏錢。

????當(dāng)然，這些建議僅僅是拋磚引玉，若要契合貴公司的目標(biāo)，肯定還要進(jìn)行調(diào)整和改變。因?yàn)槿绻贿@樣做的話根本就不可能真正具備創(chuàng)新者的思維。

????多琳?羅倫佐是國際化創(chuàng)新公司青蛙設(shè)計(jì)（Frog）的總裁，該公司的母公司愛瑞森特集團(tuán)（Aricent Group）的執(zhí)行副總裁和總經(jīng)理。多琳負(fù)責(zé)推動青蛙設(shè)計(jì)公司的企業(yè)戰(zhàn)略并監(jiān)督其全球運(yùn)作。在為這家公司效力的14年里，她在公司重組中起到了重要作用，使其從一家傳統(tǒng)的小型設(shè)計(jì)公司變成了世界上最著名的國際化創(chuàng)新公司之一，與眾多的財(cái)富500強(qiáng)客戶進(jìn)行了廣泛合作。她還是2011-2012世界經(jīng)濟(jì)論壇（World Economic Forum）新興技術(shù)全球議程委員會（Global Agenda Council on Emerging Technologies）的成員。

??? 譯者：老榆木

????4. Embrace social media as something other than me-too publicity platforms. Instead, consider social sites as free research for product and service ideas, as author and MIT research affiliate Grant McCracken suggested recently in a Harvard Business Review blog post. Avoid having the typical, knee-jerk reaction to every new, popular social platform--from Pinterest to Tumblr, which is "let's immediately get a company account and use this for marketing!" Yes, sometimes this can be valuable, in an attempt to show you're staying current. As tempting as this is, it can lead to wasting time and resources . Rather, truly stay current by devoting staff energy to using these sites for timely inspiration instead. Ask staff to see if there are cultural, aesthetic, or even behavioral trends waiting to be discovered on Pinterest, for instance, that could feed into a project that's in place. An exercise like this could be focused and useful R&D-related activity that can lead to new, timely ideas—and make wise use of social media. Best of all, it's generally free.

????These tips are just starting points, of course--and are certainly meant to be edited and altered in any way that fits your company's goals. Because if you didn't attempt to do so, would you be thinking like a true innovator?