Why Unique Ideas Don’t Always Win
Ideas are usually a creative response to some problem that does not have a present day solution. People create them as they consider what they have to do to solve their unique problems, and in doing so they draw inspiration from the scenarios they find themselves in day to day. What is often forgotten, though, is that neither their problems, nor the stimuli they draw their solutions online prescription from are exclusively unique to them. Many people face the same problems, in much the same situations, at the same time buying online . The result is they’ll almost always come up with similar solutions.
This, more than any other reason, is why you often see the same idea surfacing in two or more places at once, even when the creative people proposing the solution don’t know each other at all.
It seems logical to conclude, given this, that if you want to increase the success of your innovation efforts, getting more ideas will probably not have the result you’re looking for.
One suggestion is that what’s needed is a programatic processes which allows creative people to build a track record of big product hits. The argument arises from fact that it isn’t ideas which are important to the innovation process, but execution which follows. Clearly, there are limited resources available in any organisation, so a laser sharp focus on what counts is a good idea.
This, of course, is the strategy that’s been followed by Apple, and other companies of its ilk. First, it released iPod, a massive hit that redefined the way that music is sold. Then it sold iPhone, which makes the name of the game in telephony about Apps, rather than features. And recently, it’s released iPad, which it hopes will redefine the way customer acquire and use the products of the liberal arts.
None of these products are especially innovative, and they certainly aren’t category unique. But they are executed beautifully, and each success has built on the previous one.
That, ultimately, is the hallmark of a successful innovation effort.
Would you like to create a string of hit products? The best way to do it is start an innovation program with laser-sharp focus on what works. James Gardner’s free online innovation book will help you start.