Innovation… Now what?

For a long time now people have been talking about Innovation. Thereʼs no doubt about the buzz this word has generated already. What is often left behind is the “how” part of it.

So letʼs say… “Yes I know I need to Innovate”… but now What? Really, now what?

Pure R&D will not put you on the right track. Innovation is not about invention, innovation is about people and what is really relevant to them. And thatʼs where (and why) Design must come first when the subject is Innovation.

Design is also about people. And even better than that, design is about transform ordinary things in peopleʼs preferred ones. And on that Design have done a lot in terms of bringing meaning to peopleʼs life.

But how Design can be integrated in the process of Innovation in a way it helps bring innovation to Life? And by innovation I mean: Things that you had never seen before, but that after you experiment it on your life, it becomes part of who you are. (e.g. The iPod. Ok… itʼs an old case, but it is still a major and effective one). The whole Design process and the way it tackles problems, and not just aesthetics, is what will lead you to the path of building (really) innovative solutions.

Design Research, Design Thinking and Design Strategy are three good examples of Design fields that are not directly correlated to aesthetics and can be used to construct the basis of a well-balanced innovation strategy.

Also consider that by Innovation I donʼt only mean products, but also services. You can, and please should, design innovative services if you are interested in promoting a differentiated Brand experience. This is the equivalent of saying, “If you are still interested in surviving”, these days.
Every Product and Service Design to be effective in a world of rapid commoditization must be constructed considering four basic aspects:

1) Human
2) People
3) Culture
4) Brand.

By designing from the basic principles of human centric usability, then take in consideration peopleʼs behavior, then include social and cultural aspects and then dig deep on the Brand essence, right channels and signals you will be on the right track to do something extraordinary. Yep… not so easy as just buzz around about Innovation, but become a “doer” instead of just a “talker”, will certainly pay-off.

(article released at WENOVSKI design thinkers network)