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 from are exclusively unique to them. Many people face the same problems, in much the same situations, at the same time. The result is they'll almost always come up with similar solutions.
This is the reason you regularly find the same idea sprouting up in multiple places at the same time, even though the creative people proposing it 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, and variations on it, is the strategy iconic companies such as Apple have followed with great success. Apple has had a string of major product hits. First, it created the iPod, which redefined the way music is sold. Then it sold iPhone, which makes the name of the game in telephony about Apps, rather than features. And finally, it released iPad, which it expects to change the way customers acquire and enjoy the products of the liberal arts.
The fact is, none of these products came from very unique ideas, and it is certainly hard to say they are innovative. But they are designed beautifully, and each has built its success on the last.
In the end, this is the real signal that a company has a major, and successful innovation program working for it.
Do you want to build a string of hit products? The best way to do it is start an innovation program with a systematic focus on what works. James Gardner's free online innovation book will help you start.
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Tags: iPhone Articles
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