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Dinamismo di Treno Nave Aereo, 1929, by Italian futurist painter Giulio D'Anna (Source: Wikimedia Commons)

Why Inferior Innovations Often Beat the Best

Idea posted: April 2014
  • Strategy
  • Innovation & Entrepreneurship
  • Learning & Behaviour

In theory, companies base decisions on whether or not to buy a new technology on an objective assessment of its merits and demerits. In practice, however, it doesn’t always work that way. Random events and ‘copy-cat’ behaviours among competitors play a significant role in the spread of innovation.

Idea #369
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Robert Hooke, at Christ Church Oxford, where he studied surrounded by some of his inventions. Painting by Rita Greer 2011 (Source: Wikimedia Commons)

Great Innovation! But What’s it for? Marketers Beware

Idea posted: April 2014
  • Innovation & Entrepreneurship
  • Marketing

Product designers and marketers might be very excited about a new product with impressive new features and a bold new design. But consumers will not recognize the newness of the product if they cannot figure out what the product is in the first place — which can lead to a major disconnect between the reaction that companies expect from consumers (“Wow, what a great innovation!) and the actual reaction (“What is it?”).

Idea #355
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