Innovation (as opposed to invention), a widely misused term and something every company no matter how dull wants to dabble in.The truth is very few companies are as they are simply not brave enough to zag when the world zig and vice versa. I have been thinking about innovation since visiting the public toilets in London Euston (sorry - too much info readers) however I was stunned that I had to pay 30p for a well you know but was delighted that I was met with the sight of wall to wall Dyson airblades. Joy!
That feeling is what innovation is all about - that and that alone. The fact that you are excited about drying your hands, you may even have a second go, you rush out to tell people the loved ones waiting for you that you have just used it and talk through the whole process is what all product managers and marketers yearn for.
That started me thinking about the the main innovators are in our lives and I have been trying to quantify this and give examples of how others could innovate in the future. The best examples are pure brand innovations that inventions and actually fast followers putting their effort into ionic design rather than true r and d.
Ipod earphones - World wears black earphones, we (Apple) will produce white. Creating a striking tribe of apple fans that wear these as a sign of early adoption.Callaway - World produces 'round golf drivers' we (Callaway) will produce the world's first Square driver. Nike have actually stolen the march on them through tour pro coverage and marketing, however the 'honour' still lies with Callaway.
Even something as simple as breaking convention like Walker's crisps and having Salt and Vinegar in green bags rather than blue gave mass infamy across the UK (and outrage amongst those who are colourblind) almost immediately.
So the simple rules of innovation seem to be, look at your market and product and like Paul Arden famously said 'Whatever you think, think opposite'.
Simples.
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