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Posts Tagged ‘new year’s resolution’

Want A New Year’s Resolution to Increase Your Innovation Output? – Try This

Posted by Plish on January 2, 2018

Happy New Year!!

Yes, it’s the new year.  A fresh slate.  It’s time for that time honored tradition of making resolutions.

In the world of innovation, there is one resolution you can make that will result in more creative ideas, more really creative innovations.

But before we make that resolution, Let’s Toast with a Heineken!

Heineken’s interactive, Ignite beer bottle is a thing to behold.  It’s not just a passive hunk of glass that holds a liquid.  It’s an active participant, sensing and responding, thus encouraging certain behaviors.

But their work has gone beyond the bottle.  Heineken also uses IoT and AR to increase sales and optimize the sales and distribution process.

The point here is that Heineken is not just seeing themselves as providing beer.  They see themselves as providing an experience.  From the store to the nightclub, they understand that people have lives, they act in certain ways in certain situations. When designing products with this in mind, not only does Heineken see improved sales and distribution, but people enjoy the product more!

What does this have to do with the New Year’s Resolution?

Everything.   Great innovations come from great ideas that dive into the depths of reality.  In Heineken’s case, these innovations come from a shift in perspective.  They look beyond the obvious and embrace the breadth and depth of the product experience.

At the heart of these innovations is a realization that for every action there is not only a reaction but a pre-action, and there are reasons for these actions.

Let’s Buy a Hammer

I want to buy a hammer to drive a nail into a wall.  Chances are, I don’t just want a nail in a wall.  I want to hang a picture.  But, I don’t just want to hang a picture, I want to beautify the room, or bring back a memory.  You see where this is going.

Most hammer manufacturers are making something to drive a nail.  It’s why hammers are virtually unchanged for decades.  They focus on efficient nail driving. But,  the nail is more than that, and in fact, it’s part of the process to create an experience – it’s not just about driving nails. (Other companies have realized that.  Nail-less hangers and non-marring adhesives all get at the ‘hanging’ part of the process.  But they still don’t necessarily see the whole picture. HA! No pun intended 😉 )

Heineken, on the other hand, is exploring the many tentacles of before, after, during and why.  Beer is purchased and consumed in specific contexts.   It’s not just a bottle.  It’s part of an experience.  We share a toast.  We drink in clubs.  We clink bottles.  We savor and feel the beat of the music.  The bottle is in the midst of all this, and it’s a shame that it’s been a passive part of that experience. But, it doesn’t have to be that way.  

The bottle can enrich the experience. 

It can participate in the club environment – it can sense and respond, and because it does, it creates it’s own feedback.  We gain pleasure from experiencing the bottle and its contents, so we encourage and repeat certain behaviors.

At the end of the day though, it’s not about bottles. It’s about innovative products and services that bring exciting and memorable experiences.

So let’s make that Resolution!

I resolve to look for, and design for, the Truth behind the Reality.

whoa…. that’s deep.

Not really.   It’s just a more thorough way of innovating.

Explore context. Explore ritual.  Explore relationships.  Explore meaning.

Personally I like the AEIOU framework:

A: Activities are goal directed sets of actions – things which people want to accomplish

E: Environments include the entire arena where activities take place

I: Interactions are between a person and someone or something else, and are the building blocks of activities

O: Objects are building blocks of the environment, key elements sometimes put to complex or unintended uses, changing their function, meaning and context

U: Users are the consumers, the people providing the behaviors, preferences and needs (Christina Wasson, quoting E-Lab, 1977)

Courtesy of https://www.10000ft.com/design-recipes/aeiou-research-framework

There are other systems like POEMS, POSTA, etc., but the point of them all is to find and design for the truth behind the reality.  Look at the big picture – don’t settle for the obvious!

The Reality: I want drive a nail into a wall

The Truth Behind the Reality: I want to take a step to beautify a room with a picture from a vacation to remind everyone of the great memories there

The Reality: I want to have a cold beer at a night club

The Truth Behind the Reality: I want to have fun!  I want a night of memories, a night of interaction!

The Reality:  A surgeon wants to cut a hole in the skin

The Truth Behind the Reality: A surgeon wants to quickly and easily place a device. The surgeon wants the patient to feel better so that she can go to her grand-daughter’s wedding in a week.

Where do you think the innovations are going to come from?

Designing for “The Reality” or for “The Truth Behind the Reality”?

Sure, innovation can come from just designing for “The Reality”.  In a world where all that is needed are nails driven into a surface, a new design of hammer – a nail gun – will be hailed as an innovation.    But let’s look at the “Truth Behind the Reality”:    How will people with nail guns interact with each other and the nails?  What about being able to use it in cold, or heat, or rain, or underwater?  Are we just putting up boards or building a house that will be a home? What about types of materials being nailed?  Who is buying the nail driver?  Are nail drivers even necessary?

See the difference?  Ideas will start flowing once we look under the surface.

The choice is yours

You can choose to design for “The Reality”.  You can make another hammer, another beer, another beer container.

But understand the “Truth Behind the Reality” and you will design products and services that Ignite experiences.

Make the resolution and stick to it.  

I resolve to look for, and design for, the Truth behind the Reality.

The world will thank you!




Posted in creativity, Design, Disruptive Innovation, innovation, Innovation Tools, observation, problem solving, Research, Service Design, Technology, The Human Person | Tagged: , , , , , , , , , , | Leave a Comment »

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