What sets innovative products and services apart from others? Common sense would suggest they have unique and unusual characteristics that make them very different than all the rest. Furthermore, if you wanted to study innovative products and services to learn the hidden secrets they hold, you would try to identify those different and original attributes. But just the opposite is true. A very high percentage of successful new products launched each year follow the same set of patterns. Innovative products are more similar than different from each other. If you can identify these patterns and overlay them onto your products and services, you should be able to innovate in a predictable, templated way. THAT is the essence of the corporate innovation method, S.I.T..
This month’s Academic Focus recognizes the work of Dr. Jacob Goldenberg who identified and described these patterns in his book, Creativity in Product Innovation. Here is Jacob’s biography from the JBS website:
Jacob and his colleagues have extended the idea of systematic innovation to the world of advertising in their newest book, Cracking the Ad Code. I have just ordered it, and I look forward to reviewing it and using its methods on this blog.
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Your point of view caught my eye and was very interesting. Thanks. I have a question for you.