Spooky Innovation Killers
Clients want better solutions. Or so they think. Like a wine tasting, innovation often gets sampled and spat out before it can be ingested. Here are some of the responses I’ve received as novel vintages met their doom, and the underlying reasoning:
1. Lacks Pizazz: This seems to taste a lot like what is already out there. Are you sure it’s different enough?
Myth/Truth: Change is about big leaps. It’s often about a series of incremental changes.
2. Too Robust: Wow, that’s big and bold and so different. No one will ever go for it!
Myth/Truth: Big innovation is impossible. It definitely is with a lack of vision.
3. Before Its Time: That seems really young and unformed. I can’t imagine how it might develop.
Myth/Truth: Fully formed approaches just happen. Design is an iterative process.
4. Not Broken Enough: That tastes amazing but, you know, we have so many bottles of the old kind left, with more coming!
Myth/Truth: Superior alternatives are readily embraced. However ineffective they may be, we love the zombies in which we’re invested.