Most Innovative Companies in the World

The March 2008 issue of Fast Company magazine profiles their view of most innovative companies in the world. It’s an eye-opening and interesting read, in particular that the companies named hail from all industries: automobile, high technology, airlines, retail, attire. I have listed the top 10 below, and I like the selection of Google and Nike, but don’t get P&G and WalMart and especially CurrentTV, which doesn’t really have a business plan or an audience. What do you think of this list?

#1 GOOGLE
Google is different, even on a list of distinctive companies. Here, more than a dozen describe what life is like at a place where no goal is too audacious, agility means more than power, and even cafeteria food represents an opportunity to change the world.

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#2 APPLE

Careful readers of this magazine may be scratching their heads right now, in light of our recent cover story laying out the many challenges facing Apple. But the company has had, indisputably, one hell of a run. In the past year alone, three major new products — iPhone, iPod Touch, and Leopard OS — fueled triple-digit revenue growth. So while analysts forecast a more earthbound Apple in 2008, it deserves praise. And extra points for style.

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#3 FACEBOOK

In 2007, the social-networking juggernaut had variously impressed with its ability to reinvent the wheel (opening its platform to outside developers) and drawn cyberpickets with its boneheaded missteps (trying to sell advertising by telegraphing its users’ every move). But after a year lived dangerously, Facebook is officially A-list, with a $15 billion valuation to boot, thanks to Microsoft’s $240 million investment. That’s nothing to throw a sheep at.

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#4 GE

GE makes our list not on reputation but on the strength of its breakthrough products. Among them: an HD CT scanner that reduces radiation exposure by half, a reengineering of the best-selling CF34 jet engine for the booming Chinese aviation market, and a hybrid locomotive that cuts emissions by 50% — evidence that Ecomagination is more than just marketing babble. Coming up, commercially viable OLED lighting by 2010.

 

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#5 IDEO

Nobody can accuse the Palo Alto — based design firm of taking on easy clients in 2007. The CDC asked Ideo to help tackle childhood obesity; the Acumen Fund enlisted the shop to collaborate on delivering clean water in the developing world; and the Red Cross hired it to help encourage blood donations. “As social issues increasingly become business issues,” says Ideo CEO Tim Brown, “this will be a critical new direction for design.” Of course, there were awards too. The company’s designs for the Eclipse 500 Very Light Jet cabin and cockpit instrument panel won IDEA Gold medals, as did its LCD monitor for Samsung. But it was Ideo’s “Keep the Change” campaign for Bank of America that had perhaps the most impact. Based on research showing that boomer women with kids tend to round up their financial transactions, Ideo developed a service that rounds up debit card purchases to the nearest dollar, then transfers the monetary difference from the customer’s checking account to her savings. In its first year, 2.5 million customers signed up.

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#6 NIKE

You expect fancy footwear from Nike. But its latest masterstroke is social networking, online and off. From events to the Web to unique retail hubs, Nike is blurring the line between brand and experience.Mark Borden

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#7 NOKIA

Once a maker of wood products and tires, the Finnish firm has thrived in the wireless world. Today, Nokia has a 37% (and growing) share of the global cell-phone market, more than twice that of its closest competitor, Motorola. How? A two-tiered design process that identifies the “remarkable similarities in what global consumers want and need in their mobile devices,” says senior design manager Rhys Newman, then adds local insight. Bright colors are key to success in India, China, and the Middle East, “where a phone can show status,” he says. Markets with low literacy rates get phones without written menus. The company’s next challenge is to gain momentum in the U.S., where it has less than 10% of the market. It’s betting big on the feature-rich N95 smartphone — and a strategy of welcoming third-party apps.

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#8 ALIBABA

When Alibaba went public last November and raised a stunning $1.5 billion — the biggest Internet IPO since Google’s — it also raised eyebrows around the world. But probably not those of founder Jack Ma, who back in 1999 recognized that China’s 42 million small and medium-size companies (the vast majority of businesses in the country) just might create some opportunities for e-commerce. Alibaba provides a point-and-click system for suppliers to get online and connect with distributors and consumers all over the world. The Chinese site today boasts 16 million users, and the English iteration has 9 million. Watch out, eBay.

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#9 AMAZON

Without much fanfare, Amazon has more than tripled its revenues since 2002, to $13 billion. The key: giving customers choices, not just among products, but also between buying from Amazon directly or from outside vendors on the site. Amazon’s new digital offerings — in e-books, videos, and music — present a fresh menu of options. The company’s digital music store, launched in May, already comprises 3 million songs, all compatible with any device and any music software. Similarly, Unbox allows Amazon customers to rent or buy films and TV shows, and watch them on a variety of players. In an era of fighting formats and fears of piracy, that’s uncommonly ecumenical.

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#10 NINTENDO

By now you know the story: After Sony and Microsoft kicked the Mario out of Nintendo’s GameCube in the Video Game War of 2001, the cutest and smallest of the three platform makers needed a new plan. “Nintendo took a step back from the technology arms race and chose to focus on the fun of playing, rather than cold tech specs,” says Reggie Fils-Aime, president of Nintendo of America. The resulting Wii system, with its intuitive motion-sensitive controller and interactive games, appealed not only to teen boys but also to their sisters, moms, and dads. In 2007, Wii outsold both the PlayStation 3 and Xbox 360. But get this: Unlike its competitors–which lose money on each console and earn it back on software — Nintendo turns a profit on its consoles, makes more selling games, then takes in still more in licensing fees. “Not to sound too obvious,” Fils-Aime says, “but it makes good business sense to make a profit on the products you sell.” Wall Street thinks so too. The company’s stock has more than doubled over the past year. Nintendo’s upset is doing more than attracting new gamers and bruising Sony and Microsoft. Says Sega of America president Simon Jeffery: “It has opened doors of creativity throughout the video-game business.”