Monday, March 19, 2018

Keep innovation high on the agenda

Emerson said that the mind, once stretched by a new idea, never returns to its original dimensions. 

That’s the true value of innovation. Not only the ideas we create, but the intellectual growth we undergo along the journey. 

And so, even if it’s not in the budget, even if it’ll never pass compliance, even if the brief doesn’t call for it, and even if the client continually tries to trap your thinking into a conservative little box, keep innovation high on the agenda. 

Take the time to sift through the mass of sand in order to find the nugget of gold. Because you never know. If the timing is right, people might actually be willing to stretch beyond what they have done before. 

I once led a project to concept and launch a new baby formula. The client specifically asked us to execute a disruptive innovation product. And so, we invented a subscription box service that allowed new and expecting moms to get all of the necessary pregnancy related products delivered to their homes, each month, before, during and after the birth of their child. 

The best part is, it wasn’t available in stores. Ever. 

When we presented our concept to the client, their exact words were, wow, you’ve officially scared us, thank you

They said it was the most creative, daring and disruptive idea they’d seen in years. 

Sadly, that little piggy never went to market for a variety of political and budgetary reasons, as is the norm for most large corporations. 

But what’s more important is, we kept innovation high on the agenda. We stretched ours brains to a place where they could never possibly return to their original dimensions. 

We took ourselves to those places where reality slips a bit. 

As opposed to what most companies do, which is launching the supposedly innovative idea with the greatest potential to keep things exactly as they are.

Are you creating a place so you can have an excuse to innovate?

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Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.

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