Innovation Trumps Technology
This is a blog about how new technology solves problems for business. In order to make that meaningful, however, I need to keep a sharp eye out for moments where we’re getting a little carried away with our philosophy. Take, for instance, these two viral videos:
Lady Gaga Telephone (Pomplamoose cover)
See also Single Ladies (Put A Ring On It) – Beyonce. Hipsters are just loving this stuff. Ironic takes on popular songs make people feel so good about how very clever and “above it all” they are. Please remember to wear an expression that encapsulates focused disinterest or you’ll spoil it.
From a technological point of view, however, the above video represents how cheap and easy media has become to produce. Two people accomplish here what used to take dozens, using equipment that used to carry a prohibitive cost. A sign of the times, to be sure.
The issue I take is when people talk about us being able to do something fundamentally new here. Cheaper and faster, sure, but this isn’t actually anything new. The fact is that the same “hipster appeal” media can be produced without even using electricity:
Ukranian Polka Band playing “Hot N Cold”
Ok, sure, they’re not true hipsters because they sniggered before they started but it’s counter-balanced by the retro instrumentation. The point is that 20-somethings always consider themselves innovators by default, but pretty much always try to accomplish the exact same thing no matter what decade we’re in.
There’s a difference between new technology and true innovation.
While pop sociology isn’t what I’m primarily interested in, it’s necessary to point out that technological progress is having a ripple effect through the world of business at the moment. First websites, then email, then cell phones, and now smartphones have forced themselves into our daily lives whether we want them to or not.
Those seeking a competitive advantage often ask: “What are the kids into these days?” Many execs still feel scorched from missing the big scores of the dot-com bubble days, and want to know what’s being hyped as the next big thing before it gets forced down their throats.
This works itself out in both positive and negative ways: we sometimes find faster and cheaper ways of being productive, but we also occasionally spend time and money on things that are irrelevant. The real magic happens when we apply a little innovation.
Spinning Flax Into Gold
Take Twitter, for instance. When it first launched it was a waste of time. 90% of the content was completely useless, and only appealed to voyeur celebrity stalkers or friends who were enjoying a new way to chat. Since we were all so paranoid about missing the “next big thing”, however, massive resources were dumped into supporting the platform.
So many people had put their reputations on the line promoting Twitter that, with their backs up against the wall, they were forced to innovate. (Cue defensive technophiles rushing to the comments to tell me how unbelievably useful Twitter was even before it was released etc etc etc… guys, have a quiet moment of honesty with yourselves.) Eventually people figured out how to make it productive, shoehorning in social networking opportunities, hash-tag protocols for live on-location news updates, and quick polling for instant feedback.
The fact is that there was nothing inherently wonderful about Twitter. It was later innovation that turned it into a useful tool.
Here’s another great example: MySpace. Once the darling of the interwebs, everybody just had to be on it. Of course, then people realized that Facebook has a better interface, LinkedIn a more focused network, and custom made websites more flexibility. MySpace started to die.
How did it survive? Innovation. That MP3 player plugin, combined with some good deals with record companies, turned MySpace into one of the easiest and fastest ways for bands to promote themselves to an audience that might never listen to them otherwise. The built-in e-commerce system was a nice touch as well.
Virtual environments have the same issues. They can be a waste of time, or with a little applied innovation, the pivotal tool your business uses to create a serious competitive advantage.
The latest gadget will not save your company. Only innovation will.