We’ve experienced thousand times when companies announced a new innovative and genial product and than due to some mystical wonders it doesn’t spread around, doesn’t integrate into the blood circulation of the society or the project even turns into a financial catastrophe.
It also happens plenty of times that an entrepreneur has a genial product idea and put everything on that one card. It unquestionably seems that people has a huge need on that product and the prospects themselves are aware of their need and that the product can fulfill it, they are even ok with the pricing too, but the product still doesn’t get popular, does not get spread around. What does it depend on wether a revolutionary innovative product can spread or not?
As I mentioned in an earlier article, innovation is inevitable in today’s competitions: Nowadays it is the only thing that can keep a business in the ring. Today innovation is not just some social responsibility of a corporation or some charity for humanity but it is an indispensable business strategy of surviving and growing. However what if your innovation just doesn’t spread? If it won’t be popular, it won’t be sellable as well…
Companies has designed and manufactured greywater-systems since the late 40’s. So if these systems has a 70 year past just like the telephone system and there would be a serious need for them why they haven’t spread around the world?
I’ve recently noticed that lot of entrepreneurs and CEOs are usually consider scientists and engineers as the only ones who create innovation, who really invent or innovate something. This belief might be so common because public opinion tends to consider only technological innovations and inventions as innovation. For example when Corning invented the Gorilla glass or when Tesla invented the alternate current or when Kipping invented the silicone.
Nevertheless, technology on its own can’t sell itself, can’t be installed in the blood circulation of the society, and can’t spread around the world and make a change. There is no technology that is sellable or valuable on its own. Its value allways depends on the neccesity that it fulfills BUT technology does not fulfill any neccesity on its own! Technological innovations are valuable when it is pointed to the right neccesity. Or rather said whether the right neccesity is discovered at all where to point that technology. When you are thinking on who could utilize or what problem could be solved by that certain technology it is a designer activity you are being a designer at that moment. Designers are the ones who’s role is to explore and find the whys and the whos; aka the problems and people whom to connect technology.
Finding the right problems and the right people = inventing the right problems and the right people. That’s the first of the three kind of innovation that a designer does during his job. They are specilaized on to laser focus technology to the right direction.
Why nobody can overtake a pioneer and innovator company even they try to copy it?
Those who innovate doesn’t get the opportunity of being a Pioneer and conquer the market by chance. This is not a one-time occasion whereupon folowers and copier competitors can take the lead of the market any time by their bigger and cheaper manufacturing and marketing capacity.
Innovation becomes part of the corporate culture so they repeat that huge amount of innovation by every new product cycle. They create again and again a brand new cathegory of experiences generation by generation of their products. Therefore it becomes impossible to catch up an Innovator. Apple has grown to be the most valuable company of the planet (in less than 30 years from its establishment) thanks to this innovator culture and not because of its manufacturing capacity or the amount of their commercials. Capacity follows Innovation and not inversely! Continue reading