Too much time spent on innovation is just incrementalism.
Just back from 3 days at FUSE in Chicago. Here are some of the thoughts worth sharing.
Karim Rashid rambled around on stage while his breathtaking body of work flashed behind him, but he was very clear about one thing. Tweaking existing archetypes carries an aura of safety, yet it is guaranteed to yield only incremental results.
Luke Williams of Frog Design echoed the sentiment in his speech about examining the clichés of your category in order to break them with disruptive ideas. He used the example of "socks always being sold in matching pairs," as the cliche that helped lead to the Little Mismatched brand that sells socks in brightly colored mis-matched sets of three. Girls love them!
Words of wisdom from Luke: “Starting out with your brand’s DNA squelches innovation; you have to start out thinking like an outsider.”