During this inspiring morning session, members of RDCL (Rassemblement des Chefs d’Entreprise Libanais) shared their opinion on what is considered innovation in business giving the example of Nespresso, UBER, Amazon, Facebook and ZWZ.

Following the discussion, the participants engaged in a debate around the main market challenge: is a performing economy mandatory for innovation or is innovation mandatory for a strong economy?

RDCL Members and Brandcell then discussed global and local cases of companies that innovated in creative ways, proving that some beliefs and myths around innovation are wrong.
They also talked about the short sightedness of some leaders or employees. A lack of imagination across industries, and an over cautiousness leads some companies to be more afraid of what they could lose, rather than try to gain more and invest in the future.

Brandcell CEO finally presented the two types of innovation: Sustained innovation and Disruptive innovation along with the various business model strategies ending with how to innovate with the review of the Design thinking approach as a main enabler and the tangible steps to start innovating: Framing the real challenge and identifying Customer’s “job to be done”.

In conclusion, the  RDCL members shared the business challenges they often encounter while initiating innovative steps in the areas of: offering of products and services, new channels selection, staff recruitment and most importantly raising shareholders' motivation in innovation investment V/S other traditional investments.