The Art and Science of Innovation

The term innovation can mean a new way of doing something. When the old way doesn't serve our interests, its time to look to the new. I hope to dedicate some time to understanding innovation in both theory and practice, and both as an art and a science. There is a wealth of information and knowledge on the topic.

From: One to Many, To: Many to One

Old media technologies (like broadcast TV) allowed an elite few to produce and share content that was consumed by MANY. New media technologies (like Facebook, Twitter) allow everyone, to include the proletariat, to produce and share content to be consumed by any ONE.

"The New Idea Generation"

Ideas can come from anywhere. It make sense that some of the most resonant ideas are coming from those that understand the culture, the brand, the customer, AND...what is technologically possible. The resistance will come from those that believe that ideas are are the purview of the "creative" only. It is time for an expanded and more inclusive definition of who is "creative" and to welcome "the new idea generation".

Mutual Value Exchange

As users become more self-aware and self- identified, and they formalize their views on what they like and what they don’t, they use technologies that allow for increasing levels of customization and personalization to filter the world.

They opt-in to content and relationships that reinforce their views, and opt-out (exclude) those things that do not.

The implication for marketers is obvious, if you do not bring something to the customer that they inherently value. They will opt-out of it.

It seems so obvious!