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German Shoppers: Meet Them in the Fast Lane to Phy-gital

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Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

How to Ideate – Part 1

Posted on: 16 September '11

We are excited when we see innovations succeed in the market. The inquiring mind, however, does not stop at admiration, but wonders how it can emulate such success.

In this blog, we will discuss how to learn from successes in the market, and apply them in our context. To illustrate the principles, we will look at evolution of photography from an amateur photographer’s perspective.

Before we begin, let us define two types of innovation:

  • Continuous innovation – improvement on existing offering with less time, less cost, more convenience, or a combination of these
  • Breakthrough innovation – cuts out an essential (and seemingly critical) module from the existing offering, thus creating value – often creating a different “experience”

When Polaroid camera came in, it cut out an essential part of the Photography life cycle – that of going to the studio – and of course, it created the thrill – it provided instant gratification – note that when there’s a jump in the experience (of instant results), then many other essential attributes like quality of photograph, ability to replicate, or cost, do not matter.

Lesson 1 – Do not shoot down an idea saying it’s inferior. It may be inferior in some existing dimensions but may be unique in an absolutely new dimension.

Digital camera, however, is an even more radical innovation, and we need not discuss why. What was this innovation about? It combined two universes – that of the computer with the one of photography. And together they created unique value.

Lesson 2 – Try and connect two different worlds, and you will create unthought-of values.

The automatic cameras arrived much before the digital camera. I remember camera connoisseurs rejected the auto-everything cameras and with good reason. But the resistance did not last – automating has to succeed, eventually. But will there be a market for manually programmed cameras? There will always be a market for such a niche, discerning audience; but their quality of output better be significantly superior to the automated product. Similar resistance came in from assembly and machine language wizards to symbolic debuggers in the late eighties.

Lesson 3 – The preceding technology should always offer something unique, in order to exist, which the innovation does not provide.

Why is automating attractive? It’s not just about reduction in time, cost, and independence from human labor. I see it providing two distinct advantages – one, it brings in predictability, having cut out the randomness of human error. Two, it carries on without human intervention. It is this second trait that leads to scalability (but not the only way to scalability).

Next came camera on the mobile, and many people dismissed that as an inferior product, probably even a distraction – many offices banned it giving the skeptics another reason to avoid it, but only for a while. But what was the killer here? While Polaroid just bypassed the trip to the studio, the camera on the mobile eliminated printing altogether. For the first time, I realized photos are meant for sharing, not for printing. If printing was essential to sharing, so be it! Many of us were already sharing photographs in the computer (but still were slaves to paper) and did not realize this essential difference. Fortunately for the mobiles, social networking started evolving around the same time, and together they accelerated the demise of paper photographs. So we have another breakthrough innovation with an old lesson – connection of multiple universes – photography, communications and internet. If social networking did not come in at the same time, would it have been as popular? Or the reverse question – without mobile cameras, would Facebook have been as popular?

A bigger lesson for me is – I happen to miss the impact these inventions can make when they arrive.

  • Local Area Network eventually emerged more powerful than any multi-user computer.
  • Browser was more than just a convenient interface.
  • The internet is more than a collection of computers – together, these have created a different universe where we are doing a lot more today than we thought of 20 years back. (This phenomenon can be extended to a lot of other contexts, e.g. a network of diverse people is worth a lot more than sum of the abilities of those people.)
  • The mobile is more than a tool for instant access. It is now a medium of universal access and of empowerment. (Among the early indications of the magic of the mobile came in with Bombay fishermen learning about market prices reliably – the middleman could cheat them no more.)

I list these examples to show that the power of a new invention may not be immediately obvious, maybe even to its inventors. But we need to remain open to the impact that the current and emerging trends might have on our lives. An innocuous act like the Right to Information (RTI) can have far reaching impact on our society and democracy, for example.

Lesson 4 – Any solution that enables access to information or catalyses equality will be empowering and will have a far reaching impact.

The computer could have remained just an IBM machine had its functionality remained limited to number crunching and data organization. It’s transformational power lies not so much as an automation tool as in its role as a catalyst to information access.

Learn from the fallen successes, too

  • Fax was an attractive invention when it came, but it had a limited shelf life. Why?
  • Pagers are almost non-existent now.
  • Can we predict the death of the DVD (or CD or music cassette)?
  • Can we predict the death of the computer, as we know it today?
  • Why must the “telephone” disappear?
  • Why has the radio returned? Why does the copier (“Xerox machine”) refuse to go away?
  • Is it the end of Ludo, marbles, carrom, or Monopoly, for the next generation children? Why so?
  • Letter writing has already disappeared. Will families continue to go out for movies?
  • What are some such examples from different industries and societies?

In my next post, we will continue on this and will discuss on how we can apply these principles in different contexts.

 

 

Mindtree Blog Archives

Mindtree blog Archives are a collection of blogs by various authors who have independently contributed as thought leaders in the past. We may or may not be in a position to get the authors to respond to your comments.

  • Geetha Chandar

    Dear Mr. Kalyan,

    Thank you for all the wonderful learnings in this post.

    While reading about the genesis of ATMs, I came across this:

    India-born Scot John Shepherd-Barron, who invented the world’s first automatic cash dispensing machine, better known as ATM, had come up with the idea after wondering why banks couldn’t operate a system like a chocolate-vending machine.

    John had also thought of the four-digit Pin number.

    He came up with the concept in 1965 while lying in the bath after getting to his bank too late to withdraw money. “It struck me that there must be a way I could get my own money, anywhere in the world or the United Kingdom. I hit upon the idea of a chocolate bar dispenser, but replacing chocolate with cash,” he had said in a 2007 interview.

    A classic example of Ideate, Innovate and Invent!

  • Vidya Santhanam

    Dear Kalyan,

    Thank you for sharing your thoughts.

    It sets us thinking on how organizational processes have moved up the value chain and have made some redundant.

    The punchcard for time has been replaced by Swipe cards and more impactful smart cards.

    Many paper based processes like surveys, appraisals, learning content, employee data files have been digitized.

    With the outset of e-recruitment in the late 90s to social networking sites like linked in – The paper format of a resume leaves one blinking on how to proceed without a ‘soft copy’.

    Technology is truly a great innovation. The flip side is that it possibly may be taken for granted when there is so much information being pumped into one, that one may not take notice/ able to discern what is important/ critical /urgent.

    This would possibly make way to a subscription model in many of our processes whereby we give the option to let the customers (internal) make choices on which organizational processes they would like to subscribe to (some core which are mandatory can be left out).