Jul 16, 2012
The Three Basic Tools of Innovation: Eyes, Ears & Feet
Innovation Insights
One of a series by Ken Tencer, Spyder Works CEO
During a recent presentation on product innovation to the HBA Global Expo in New York City, I was asked a great question: “What tools do I need to be a great innovator?” My answer surprised many people with its simplicity: “Your eyes and ears.” Innovations are all around us, and when we take time to notice them they can stimulate more creative thoughts within each of us. And I really should have also added “feet,” because the day before I had walked 40 Manhattanblocks looking for interesting and outrageous inputs to spur my own innovative thinking. Here are two examples of what I found:
First, I noted that Ben & Jerry’s has introduced new Greek frozen yogurt. They’re jumping on the trend that has seen smoother, higher-protein Greek yogurt double sales in each of the past three years. It’s still not that healthy – Ben & Jerry’s positions its Greek frozen yogurt as a “reasonable reward,” not health food. But it’s a fast, clever move to harness consumers’ changing tastes and growing health concerns, while maintaining Ben & Jerry’s reputation for flamboyant branding. Who else would sell Greek frozen yogurt in flavors such as Strawberry Shortcake, Raspberry Fudge Chunk and Banana Peanut Butter?
I couldn’t miss the A&E TV show Storage Wars. Why do people love this reality show? It’s about discovery. Four (and now more) modern-day treasure hunters, competing to find abandoned storage lockers concealing antiques, bargains, collectibles and other forgotten finds. In tough economic times, this combination of hope, disappointment and triumph has become a magic elixir to lighten our daily struggles.
If you’re a product developer or retailer, the point is this: little discoveries and everyday surprises are all it takes to engage today’s cash-strapped consumers.
Next time you’re in a distant city – or even a new part of town – don’t even think of sitting back in a cab or going deep underground in the subway. Take a walk. Look up, look down, notice what people are wearing, venture into stores you’d never normally go into. The more we get out of the office to see and hear other people, other products, other places and new approaches, the more ideas we can gather to make our own work more innovative and impactful.
Plus, it’s healthy.
Category: Innovation, Spyder Works
