Till death do us part, innovate.
It is not farfetched to say that the misuse and overuse of this eight-letter directive has sucked the meaning out of it.
Call me a hypocrite, but here is my version.
Innovation is thinking about tomorrow, by using insights from today.
Innovation is public pressure to not live in the moment.
Innovation is stealing people’s ideas and changing them to make them better.
Innovation is crowdsourcing answers to age-old problems and picking out the less obvious ones.
When thinking about advertising, you don’t strive for innovation by first seeking out game-changing technologies, products and services. If you did things this way, you’d be forcing a match made in hell. In other words, you’d be reinventing products that don’t relate to your brand.
I used to do this all of the time. The comparing and contrasting drove me crazy.
To avoid this step in the process, start with a brand and learn everything there is to know about the industry that surrounds it.
Ex: Coke should know what tomorrow’s vending machine is going to look like.
Thinking outwards creates relevance that could potentially lead to more innovations in this field.
Innovation influences culture.
Innovation doesn’t try hard.