Where do innovations begin?
From my experience, innovations are launched with bad ideas. Impossible ideas.
Where do I get this idea that bad ideas are the seeds for success? From my decades as a copywriter.
For example, I was tasked with writing a commercial for Aqua-Chem pool cleaner chemicals—the type you buy at Home Depot and toss into your pool. Maybe the chemical makeup was different, even superior to the competition. But it was irrelevant to the consumer who couldn’t remember the first chemical on his class chem chart. It needed something to catch the audience’s attention.
My idea was that as he dove from his diving board, the Voice-over Announcer would ask if he wanted to dive into a pool our client’s product didn't protect. Gripped by the fear of diving into a pool of frighteningly active bacteria, he swiftly did an about-face and flailed his way back to the diving board.
Was it possible before there was CGI and all the modern marvels? I had no idea. However, the client saw the merit of the idea. Our producer pulled in a production team, and after penciling ideas, they came up with a green-screen solution combined with some mechanical gadgets.
The commercial did the job at the cash register. We also added another trophy to the agency award display.
I admit this is a shallow example of creativity seeding innovation. But underlying it is a simple premise – don’t fear the impossible.
The impossible is the starting point that could lead to an innovation that changes our world.
The following are tired examples. But they prove that what was considered impossible can eventually be taken for granted.
- The concept of human flight was long considered an impossible dream. The Wright brothers defied this notion, experimenting tirelessly until they achieved the first controlled, powered flight in 1903. Their success laid the foundation for modern aviation, transforming transportation and connecting the world.
- Due to filament limitations, creating a long-lasting electric light seemed unattainable. Edison's persistence led to the invention of the practical incandescent light bulb.
- Reusable rockets were deemed impractical due to cost and technical challenges. SpaceX developed the Falcon 9 rocket with a reusable first stage, dramatically reducing the cost of space travel and making private space exploration more viable.
- Developing waterproof and breathable fabric was seen as an unattainable goal. The invention of Gore-Tex material revolutionized outdoor clothing, offering protection against the elements while maintaining comfort. It has become a staple in the outdoor and sportswear industries.
-The idea of printing physical objects from digital designs seemed far-fetched. However, 3D printing technology has transformed manufacturing, healthcare, and various other fields by enabling rapid prototyping and custom production, opening up new possibilities for innovation and creativity. This is especially true in the outdoor and sportswear industries.
- A vacuum cleaner without a traditional bag seemed impractical, if not impossible. James Dyson's development of cyclone technology led to the bagless vacuum cleaner, , revolutionizing the household appliance market.
Undoubtedly, embracing the impossible to sell more pool chemicals ranks considerably below developing SpaceX or Gore-Tex. Still, it contains vital
principles that apply to the creative idea evolving into the possible.
The journey from an impossible idea to a successful innovation often involves several key steps:
Embracing the Idea: The first step is accepting and nurturing the idea, regardless of its initial feasibility. This requires a mindset open to exploration and experimentation.
Collaborative Effort: Often, bringing an impossible idea to life requires the collaboration of diverse teams with different expertise. Pooling knowledge and skills can turn challenges into opportunities.
Persistence and Adaptability: The path to innovation is rarely straightforward. It involves trial and error, setbacks, and learning from failures. Persistence and the willingness to adapt are crucial.
Leveraging Technology and Creativity: Technological advancements and creative problem-solving play a significant role in overcoming the hurdles associated with impossible ideas.
Market Validation and Scaling: Once an idea is realized, the next step is to validate it in the market and scale it for widespread adoption. This often requires strategic marketing and and business acumen Many of my award-winning campaigns were rightfully considered off-the-wall. However, no matter how impossible they may seem initially, creative ideas are the seeds of innovation. They challenge us to think beyond the conventional, explore uncharted territories, and ultimately transform the world. The examples highlighted in this article demonstrate that even the most audacious ideas can lead to groundbreaking innovations with the right mindset, collaboration, and perseverance. The next time you encounter an idea that seems impossible, remember: it's not a barrier; it's a door to new possibilities.
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