No big deals with formalities. The new year is already 12 days old and I hope that it will be a good and still prosperous one given the external environment we are all affected by in one or the other fashion these days!
On a sidenote I’d like to point those of you who are interested in shorter bits of information, links and conversations from my end to my twitter presence where I’ve been pretty active recently: http://www.twitter.com/iterations. If you’d like what you read you might consider following me. Thanks for you attention on this.
Anyway what I’ve wanted to share with you today is a 500 words piece I’ve written for a conference book project where people from across the globe have been asked for their take on ‘The Future of Innovation’. Needless to say that I’ve written my essay/post/piece quite close to the deadline, but that’s no excuse for sure ;-) So comments are welcome and also any ideas on how to take my musings to another level. Here we go:
The Future of Innovation
While working on this essay about “The Future of Innovation” I was thinking that quite a few submissions from other colleagues will likely deal with providing a most comprehensive definition of “Innovation”.Usually I would have also followed this approach, but a quotation by Marty Neumeiner (Author of “The Brand Gap”) on his definition of a Brand has changed my view: “A brand is a person’s gut feeling about a product, service or organisation”. Accordingly how do you like mine: “Innovation is part of a user’s gut feeling about a new product, service or organisation”? I have to admit that the more I think about it the more I like this approach to innovation. Let me shortly discuss why I do so, what the implications of this view actually are and what kind of role Design can play on the “Future of Innovation”.
When we usually think about Innovation most of us and in particular the ‘average’ consumer thinks big. Accordingly Innovation is something we tend to link to either being radical or transformative in its character. Good examples for these areas are the automotive industry and Hydrogen powered cars (radical) or the ever changing channels and tools of the internet as means of ‘transforming’ our communications. Needless to say that the media find reporting about the big far more attractive than digging into the ‘long tail’ of what remains: Incremental Innovation.
As a matter of fact in times of scarce financial resources and a climate of risk aversion I do see lots of potential in the area of ‘incremental’ innovation, because amongst others it refers back to my definition above on the user’s “gut feeling”. Typically ‘radical’ and ‘transformative’ innovation encompass lots of resources mostly from R&D in order to change our lives dramatically. In contrast ‘incremental’ innovation is focussing on the tiny, silent, hidden things that affect our every day life and make it more pleasant, easier, say less disruptive. No doubt very often incremental innovation does not create the big ‘Ahhs’ that radical innovation is usually triggering. However it is positively affecting our ‘gut feeling’ by making us say “Wow!”
Let me shortly illustrate my point by showing how Design is facilitating these incremental innovations at Apple Computer. At Apple products you hardly see Design elements as means to make things simply look pretty. Instead they address functions and solutions that make the user feeling ‘Wow!’. Just a few examples are the magnetic power adapter that prevents the computer from accidentally being dragged down, the smooth scroll on the iPhone making searches more ‘real’ or the simplicity of the iMac (one body, a mouse and keyboard). What they stand for is a shifting focus from simply applying new technology (for technology’s sake) to delivering meaning and value by design instead. [Thanks go to Erik Roscam Abbing for borrowing this last sentence from a recent DMI article on Brand Driven Innovation]
I think that this focus on ‘Incremental Innovation’ will offer a huge potential for the future of innovation. In particular it makes innovation more accessible and applicable for a broader range of companies. And for the consumers it will certainly create these ‘Wows’ that so many companies are desperately trying to reach for.
Ellen Says:
January 12th, 2009 at 22:10Visit Ellen
Ralf I like the focus on how innovation impacts the user, as represented by their “gut feeling.” The working definition of innovation that I use is “doing something new that adds value to the business.” In this case, I too incorporate incremental changes as well as more disruptive market changes. It also incorporates process and business model changes. What I like about your definition is that it is user focused. Would it be fair to draw the conclusion that an innovation that provides value in the market would evoke a positive gut feeling? I’m curious to try to connect the internal and external definitions in some way. What do you think?
Nice post!
erik Says:
January 14th, 2009 at 15:35Visit erik
I’ve noticed at the companies I’ve worked for that those that are good in innovation often treat it as something organic and natural. Innovation to them is not something that they feel they have to do to stay afloat. To the contrary, it is something they want to do to become better at what they’re already good at. Through this experience, I’ve come to compare innovation to personal growth: when you’re forced to grow by outside influences, it really hurts, and it can be quite sudden. But when it stems from internal motivation or ambition, growth is very rewarding.
And this corresponds very nicely to your view, Ralf, that innovation is often about those little things that just make sense, from a gut feeling perspective. Less groundbreaking, less disruptive but more organic and natural.
Chris Finlay Says:
January 15th, 2009 at 19:38Visit Chris Finlay
Am with you on the mindset relating to the extremes of innovation. People are always aiming to be the Google or Apple and praying not to be the New Coke or Segway. This is not the way to think about it. It is important to consider a company or project risk profile as well as ability to adopt such an innovation.
You mention the details of an experience or the micro-interactions adding up to that “wow” feeling. Perhaps it is that “wow” that you relate to gut feeling? That seems right to me but still relates a lot more to usability and good design based on user insight in my mind.
Finally, as someone who is entrenched in the study and development of repeatable and reliable methods of innovation I have some trouble characterizing the over all future of innovation so closely with a “gut feeling”. I do believe “gut feeling” has a lot to do with the powerful pattern recognition and realization mechanism that is the human brain but “gut feeling” is generally characterized by a simple thoughtless reaction that works out.
businessmodel innovation _ design » Everyone designs … Says:
January 19th, 2009 at 0:13Visit businessmodel innovation _ design » Everyone designs …
[…] On another note, check out Ralf Beuker’s notes on incremental innovations and design (”The future of Innovation“): Let me shortly illustrate my point by showing how Design is facilitating these incremental innovations at Apple Computer. At Apple products you hardly see Design elements as means to make things simply look pretty. Instead they address functions and solutions that make the user feeling ‘Wow!’. Just a few examples are the magnetic power adapter that prevents the computer from accidentally being dragged down, the smooth scroll on the iPhone making searches more ‘real’ or the simplicity of the iMac (one body, a mouse and keyboard). What they stand for is a shifting focus from simply applying new technology (for technology’s sake) to delivering meaning and value by design instead. […]
Gunady Says:
March 16th, 2009 at 19:24Visit Gunady
Hey, I like this part of your idea:
“it is something they want to do to become better at what they’re already good at.”
To some extent, I agree that we should innovate based on user’s point of view and needs. I mean, hey, that’s where the money came from. But I tend to support the idea that innovation is ignited by self ambition and internal needs of self fulfillment. With this idea, one would not easily tempted by market needs. Rather, one would strive from his own desire, to make herself a better person and to produce better ideas based on what she already good at.
Innovation should not force us to become someone other than ourselves.
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December 22nd, 2009 at 12:34Visit Pokerneuigkeiten
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December 24th, 2009 at 4:35Visit Fast payday advances
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jimmy Says:
December 30th, 2009 at 8:06Visit jimmy
Interesting post. I like to talk about the innovation & some creative things. I am 15 years old boy & i want to collect all new, used & some antique automotive photos. Normally i have collected some Used RVs, Used Motorhomes, Truck etc.
Netty Says:
February 2nd, 2010 at 22:51Visit Netty
The future of innovation - well I always expect that the future bring innovations. I am sure this year also by design-management.de :-)