Brian Pope: Innovation and marketing are the key to our future

Ruth Davidson, the newly-elected leader of the Scottish Conservatives, has audaciously declared an end to the “something for nothing society” and restated her party’s values of enterprise, opportunity and endeavour, but is there any substance behind these high ideals?

Most people in Scotland would like to have a stronger economy, more job opportunities and that feeling of pride that comes with being the best in the world at something, or at least the best in Europe.

But the truth is, politicians from all parties have failed to ignite the enterprise culture in Scotland and translate this into high achievement.

We must acknowledge that there have been some successes – such as the breakthroughs in the renewable energy market, accolades in literature, music and festivals, and, of course, the strength of the Scotch whisky industry – but much more could be achieved.

Successive governments have tried to stimulate commercial activity by providing business grants, but the money has now dried up due to the economic contraction.

The fashionable method of “nudging” people to be more entrepreneurial has also been tried, but this slightly dishonest approach has not gone down well with the majority of Scots.

A few Holyrood politicians have dabbled with the inspirational approach, but this has neither appeared authentic, nor proved successful, so what is the answer?

Well, we first need to address our fear of change collectively and individually. It is something that we all suffer from at times and it is something that tends to hold us all back.

To overcome this fear of change, we need all our political leaders to focus on just two objectives: innovation and marketing.

These are the same principles that led companies such as Apple, under the stewardship of the late Steve Jobs, to huge success in the United States and it can also work here.

These two objectives will stimulate the new architects of ideas and everything else will follow, including the finance to fund long-term housing, social care and our schools and hospitals.

The challenge for Ms Davidson, and other political and business leaders, is how to make innovation and marketing the national priority here in Scotland.