Thursday, September 29, 2011

Innovation is ... [Insert Phrase Here]

... easier if you can see the patterns.


Do you remember your grandma's doily






It wasn't hard to see the patterns. You could also see what was missing, the holes or errors in the pattern. And, because the pattern was so consistent, you could see the mistake grandma made while talking to you and not paying attention to her stitch. 


Yes, she still blames you.


Patterns are the topic of this next discussion on the values that surround innovation. And, within this, seeing what's missing from a pattern is the one we'll focus on for this specific discussion. 


Patterns 

- Discerning Patterns
1. What’s here, easy, seeing what’s missing is the real trick.
2. Intuition intelligence, High IQs may not always apply.
3. Four eyeballs or never less than two intuitive observers.
4. Out of context, and you are out of oxygen. Go there often.


Missing information isn't something we are necessarily trained to do. Or more precisely, as we grow more experienced seem less likely to see the missing pieces. Either they become intuitive and less pronounced to us as human beings. Or we just stop seeing the missing parts to the pattern. Or perhaps we don't want to critique grandma's flawed work so we just smile and say yes it looks beautiful. Whatever the case, its a challenge to see whats missing in a pattern.


Why does this matter in innovation? We'll give you a good example close to home for Capsule. 


Do you remember your grandpa's Scwhinn?






We recently did a study for Schwinn Bikes in the aisle of Target stores. The research was designed to help better understand how guests shop the bike aisle. 


One of the numerous findings was around how bikes are not a typical thing to buy in a Target store. They're big, bulky, don't fit in your cart. It makes for an unusual purchasing experience. One of the specifics was surrounding how guests interact with bikes and how it feels to pull down a bike and wheel it to the check out. You can't have a cart with you and even a basket makes the experience challenging. Are these things you see when you look at the aisle? Not until you look for what's missing. Not until you see the entire buying experience do you see what innovations could be considered to improve the experience. This small element can make a big impact on how many guests actually make the purchase of a bike. Our research team is paid to see these missing pieces in an experience and give our clients the tools to capitalize on them. 


If you're wondering, do I see what's missing? Do you often wonder, "why doesn't this have this?" Or "doesn't anyone notice what's missing here?" We've found some people have the natural ability to do this and others are trained over a long period of time. Either way, it isn't an easy task to see what's missing. When you do see what's missing, you have the best chance to fill it.


If you see what's missing, we'd like to meet you. You're likely to see the next innovation before it appears before the rest of the world. 


That's a gift worth something.


Thank you.


Aaron Keller
Chief of Missing Things
Capsule
CapsuleScape









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