It exists because it satisfies some needs.
Let us examine this pattern underlying Innovation through an example of a product say,"Natural Cut Flowers".
| Needs Satisfied | Needs unsatisfied |
|---|---|
| It is used as a gift. | Poor Longevity;it barely lasts for a couple of days. |
| It conveys feelings | It is too delicate & thus disintegrates easily. |
| It is fragrant | |
| It is colourful & pleasing to the eyes. |
These unsatisfied Needs act as Triggers of Innovation.
Correspondingly ,if the organization uses bio-engineering to come out with flowers which are less prone to quick disintegration,it would have a similar impact on demand for the product,market share &price.
Building in the Dominant need of "Conveying Feelings" a Sales process Innovation emerges in the form of a "Feelings Inventory" and the corresponding "Flower combinations". This feelings - Flower combination could be given to every retailer .This would enable the customer to create bouquets customized to his/her feelings.
Now , let us take an example of a cousin of " Cut Fresh Flowers" namely "Plastic Flowers".
| Needs Satisfied | Needs Unsatisfied |
|---|---|
| Sturdy | Fragrance |
| Longevity | Utility as Gift item |
| Make the place Green | Freshness |
| Colourful |
Say , You don't have a Home Computer, and there is a major demand from your spouse and kid for one. Your kid wants to play computer games while your spouse wants to use it as an educational tool. As soon as you buy the Home computer and these needs are satisfied ;A new need arises , i.e ,"To play live and interactive games on the net with kids in other countries". Another new need that arises is that of "Video Conferencing".
In order to satisfy these NEW needs , you need to subscribe to a DSL Internet connection ; buy a Digital Video Camera and related software.
This example illustrates that "New Needs" keep on arising all the time and that these new needs are "Innovation Triggers".A joker in this pack of needs is the existence of "Latent Needs".
Let me share with you some innovative ideas. It is only when you read about these innovations that your latent needs that correspond to these potential innovations , come to the surface.
What if , there is a website which gives access to software such as Accounting , CAD/CAM etc.You can use this software on - Line & you are charged only for the amount of time that you use the product. You are charged software rental. Thus , you can use software which otherwise is too expensive for you to purchase.
Now , only when we come to know of the availability of this on-line software utilization service , the Latent needs related to such software start asserting themselves.
Let us take another example . What if there was a website that would allow users to configure the computer that they want to buy in terms of hardware and software. Again , only when the service is available , does the Latent need surface.
In all the above examples , the unsatisfied needs or the better satisfaction of currently satisfied needs act as triggers of product or process Innovations. Working back from these Needs , if the Product is redesigned , Potent Innovations result. This however , does not mean that unsatisfied / Latent / Current needs are the only and sole triggers of Innovations . This is one pattern that leads to Innovation. The second pattern starts from Product design. The challenging of the Dominant Mental Pattern of the product may result in a product design where it can connect to visible or latent customer or process needs for the generation of successful Innovations.
Therefore , if we want to increase the "level of Innovation " in an organization , get one Innovation accepted. This Innovation will unleash a dynamic generation of new needs ,therby catalysing a cluster of Innovations around it , over a period of time.
This process of multi-fusion is an ,"Innovation Trigger".If we use multi fusion to generate Innovations in a car , some of the potential Innovations that can emerge are as follows :
| Car(Dominant Mental Patterns)(A) | Multi Fusion Objects (B) |
|---|---|
| Engine | Computer |
| Chasis | Phone |
| Dash Board | Internet |
| Wipers | Green Plant |
| Back Lights | Television |
| Speedometer | Office |
| Push Back Seats | |
| Seat Belt |
On Multifusinf , the objects in List B with the Dominant Mental Pattern of a car (List A), we get the following new Product Ideas.
| New Product Ideas on Multi Fusing | Needs Satisfied | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
Car with an inbuilt Computer with the following functions :| Security ,Elimination of Keys | Reduction of "Fear Of breakdown" ,Reassurance of a Healthy Car | No requirement of asking other people the way . Empowerment of the driver to find his own way . Elimination of the phenomenon of being "Lost". | Fusion of car with software: | Availability of Real Time Relevant Information ,Quick Speed of Response | Ability to drive in a semi-forest environment or where the road condition is unpredictable or is predictably uneven. | Would be useful for people who have to continually go out on sales calls. They do not have to function out of a fixed office anymore. This car become their office for doing all the operational work while doing sales calls. | |
The dominance of the "Needs Fulfilled" would be a key factor determining the success of these potential Innovations.
The Innovator needs to keep in mind that he needs to allow free interaction between the New product Design and the Needs fulfilled till the time the prototype satisfies the Dominant needs of the customer which are not satisfied by the current products that too at a price which the customer is willing to pay.
Hence , the process of Multi fusion & its alignment to "needs" can be consciously used to trigger Innovations in any product or process.
While thinking about Innovations the often repeated theme of the fiction series"StarTrek"comes to my mind.
" To boldly go where no one has gone before."
The quest for Innovation is similar.It is an adventure , the byproducts being excitement , happiness and a touch of life.