Keep innovation high on the agenda

Emerson said that the mind, once stretched by a new idea,
never returns to its original dimensions. 

That’s the true value of innovation.
Not only the ideas we create, but the intellectual growth we undergo along the

And so, even if it’s not in the budget, even if it’ll never pass
compliance, even if the brief doesn’t call for it, and even if the client
continually tries to trap your thinking into a conservative little box, keep
innovation high on the agenda. 

Take the time to sift through the mass of sand
in order to find the nugget of gold. Because you never know. If the timing is
right, people might actually be willing to stretch beyond what they have done

I once led a project to concept and launch a new baby formula. The
client specifically asked us to execute a disruptive innovation product. And
so, we invented a subscription box service that allowed new and expecting moms
to get all of the necessary pregnancy related products delivered to their
homes, each month, before, during and after the birth of their child. 

The best
part is, it wasn’t available in stores. Ever. 

When we presented our concept to
the client, their exact words were, wow,
you’ve officially scared us, thank you

They said it was the most creative,
daring and disruptive idea they’d seen in years. 

Sadly, that little piggy never
went to market for a variety of political and budgetary reasons, as is the norm
for most large corporations. 

But what’s more important is, we kept innovation
high on the agenda. We stretched ours brains to a place where
they could never possibly return to their original dimensions. 

We took
ourselves to those places where reality slips a bit. 

As opposed to what most
companies do, which is launching the supposedly innovative idea with the
greatest potential to keep things exactly as they are.


Are you creating a place so you can have an excuse to innovate?

* * * *

Scott Ginsberg

That Guy with the Nametag

Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.

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