I don’t mean to go on a rant, but…
I am sure you have read/seen it, companies touting how their products help you innovate. It is one of the hot buzzwords.
Webster defines innovation as the introduction of something new.
Companies introduce something new every day. Would you consider all of those ‘new’ things innovative? No, only a few of these new things are considered innovative.
Synonyms of innovation include: invention, brainchild, creation and wrinkle. Not all inventions are innovative. They could be a brainchild or a wrinkle; they do qualify as a creation, but are they innovations?
The real meaning of innovation
We have to get to the implied meaning of the word – When we think of innovative we think of things like: the telephone, the television, Color TV, iPod, iPad, iPhone, HDTV’s, etc. Why do we think ‘innovative’ when it comes to these products? Certainly these qualify as the introduction of something new, but they also have ‘wide’ acceptance that this ‘new’ thing is ‘cool’.
Cool has different meanings to different people, but no matter the meaning the iPhone qualifies as ‘cool’. So, did the others.
So, if you think about it, companies can’t innovate. The results of their new product offering may well be innovative only if they have ‘wide’ acceptance that their new product is cool – otherwise, they have only introduced something new.
You can certainly put a process in place to stimulate the introduction of something new. But, you can’t put a process in place to be innovative because you have no control over whether your ‘something new’ will get wide acceptance that it is actually ‘cool’. So, it is time for marketers to come up with ‘something new’.
But, that is just my opinion and I could be wrong.
Why is your take on innovation?