Stan Barett runs WWP an Internet publishing company from the London Innovation Centre in Purley Way, Croydon.  WWP has two employees who work with a global network of developers who consult on web strategy and develop intellectual property on behalf of the company and their clients.   Stan sees his business niche as developing “virtual real estate” for his clients.  Stan has appeared on Google TV and travels regularly to California where he joins other thought leaders to advise the world’s largest search engine. Stan attends many conferences per year listening and analysing the latest ideas on how technology can help business innovate.

How important is Innovation to your business?

Innovation is absolutely essential because our company was created ahead of the curve thirteen years ago and that’s where we intend to stay.  Innovation for me means making sure that our whole client base benefits from the latest helpful technology.  For example, we are currently looking at Web 2.0 technology to transform our business making it even more efficient, effective and therefore more profitable.

Where would you say your best ideas come from?

“Three sources: Listening, listening and listening!  My overall objective is to understand how human beings adopt technology and analyse the adoption curve to work out how the market is approaching technology ion order to market the right things at the right time.  This is why attending conferences of global importance is so crucial to my thought processes. I focus on being ahead of the game. For example, I have a collection of 2500 domain names (I own every London postcode!) which puts me at the top of the list of domain name owners right at the beginning of the point where this market is starting to emerge.”

What are your tips for Ideas management for businesses generally?

Stan thinks that the best way of passing on ideas is to translate important concepts into everyday images using metaphors. He has just bought “Pour Your Heart into it”, by Harold Schultz, the founder of Starbucks, and loves Schultz’ image of “looking outside the cup” in order to assimilate ideas to grow the company. Stan says: “If you can make a global business out of making coffee, just think what you can do with the technology available to us today.”

Ideas into Business is pleased to welcome Stan as one of their Innovation Champions. Croydon Enterprise funds Ideas into Business to provide a programme of workshops, coaching and partnerships to start-up and growing businesses in Croydon who want to use innovation to achieve success.  Innovation Champions commit their time to work with the clients and staff of the Ideas into Business programme to share best practice in Innovation.