Uncertain truth

Deployment of brand lead innovation programs normally fail. Why is this? Most innovation which occurs inside a current business model is usually geared towards short sighted gains and/or an approach to “out-benefit” one’s competition. Rarely are there large innovations in technology, biology and/or for the good of mankind happening in these environments. 

The conundrum of brand lead innovation …

Hold on a second, isn’t Google dumping large amounts of money to solve various issues? In some ways yes, but in other ways these same projects fall victim to the “controlled side” of business (maybe not always in Google’s case, but not all businesses are Google). This is normal stuff that most people experience at a company that have certain business expectations. You know those little things, such as: an existing brand, overhead, inner politics, defined business goals and strategies.

Let’s say, if we decide to look at innovation in a slightly different way – Personal transformation and breaking systems. The intuitive or uncertain truths can play a big role in the innovation process. The idea of individuals or small groups having a open field to realize their vision is an opportunity to transform our lives. Meaning allowing the formation of autonomous programs outside of the constraints of a current business models could be where breakthrough occurs.

... and a new client

Recently, we worked with a client that is setting out to tackle this very idea: MINE. The founder Rolf Herken sees a new way of venture creation in hiring (“mining”) engineers and researchers with potentially brilliant ideas. MINE takes these individuals out of their existing environment and places them into an environment suitable for the targeted and effective, controlled transformation of their ideas into products. This protects them from the unwanted complexities of creating and maintaining a start-up company that is also inherently hostile to the intuitive and the uncertain.

MINE could be the answer to the question of how to nurture revolutionary ideas, and implementing them in an effective and targeted manner. Only if and when these ideas have turned into products are they launched in the market place by means of a well-funded start-up company.

To conclude, innovation from the perspective of individual transformation could deliver things that will change our lives for the better.

We have created the brand identity, the website and presentation tools for MINE. 

Photos: Paul Woods