What We're Talking About When We Talk About Innovation


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INNOVATION


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Everybody is talking about it.


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But WTF is it?


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How does it differ from creativity?


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And where does it belong in advertising?


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Innovation is new.


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But….


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New can be risky. Very risky.


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And business doesn’t like risk.


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New can be is risky.


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And there’s no manual for how to do new.


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New seems to start with an idea.


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An idea that will be all yours when it fails.


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And everybody else’s when it succeeds.


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New starts with an idea.


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An idea that actually solves a problem.


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An actual (real) problem.


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Ideas are unproven. They live in our minds, not in the world.


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And they always involve risk.


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Because they always demand change.


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70% of the companies that were on the Fortune 1000 list a mere ten years ago have now vanished––unable to adapt to change.


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Change is a fact of life.


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So, just how do you have ideas that will drive change?


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•••


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X


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IX


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SIX


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1X6


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•••


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Everything that now exists was first an idea.


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An idea that was captured in a story that depicted a future of how things would be if we asked “What if?”


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Once upon a time…


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•••


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The End


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