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When Innovation Doesn't Work

We love innovation. It’s what sets the trailblazers apart from the Sunday drivers, and we want to be seen as trailblazers in all we do. But sometimes it just doesn’t work out how things were intended. This is especially true in the world of Wearable Technology, a growth area for one of our clients, O2.

The market is big and expanding, expected to reach $53.2b by 2019. So there is a latent opportunity to exploit. However, when faced with trailblazing in technology, caution is needed.

Take for example, Necommi’s attempt to revolutionise the way we express our feelings with their ‘Cat Ears’. It’s bold, we give them that. But do we need Cat Ears to tell someone how we are feeling? Are good old fashioned facial expressions that outdated?

Necomimi Cat Ears- YouTube

The problem with innovation

How do you know when your innovation is satisfactorily meeting a proper consumer demand, or are you just adding another fad to the market?

The solution

When we try to incorporate innovation into our work, we try to embed the reasoning in insight. Do we fully understand what the consumer / client / end user wants? If we don’t, it’s probably not worth it. But if we do then there’s every chance that what we do can be game-changing, even in a small way, to our clients.

One innovative piece of recent technology we liked was Google Cardboard.  It’s fun, lightweight and easy to use. We’ve used it to showcase new work to clients and experienced fun new ways of looking at the world around us. Others have identified that this technology can be used to help train soldiers and rehabilitate war veterans. We’ll see how that develops over the next few years but there is no doubt that VR is on its way to becoming what the mobile phone was 20 years ago, or what sat nav was 10 years ago; a strange novelty which might just become the new normal.

Google Cardboard- Google Play