Innovation is dead

It's now all about. . .

This is the claim that Umair Haque, Director of Havas Media Lab, makes in a recent article he wrote for Harvard Business Publishing entitled, the The Awesomeness Manifesto. 

His hypothesis is that awesomeness is the new innovation.

Hmmm. . .interesting.

Haque posits that "innovation" is a relic of the industial era and that we should be innovating innovation. Why? Because when we examine the economics of innovation, three reasons emerge.

• Innovation relies on obsolescence. 
• Innovation dries up our seedcorn.
• Innovation often isn't.

As an alternative to the present decrepit state of innovation (as Umair proposes) he prefers a better concept, one built for a radically interdependent 21st century: awesomeness.  And here are their four pillars:

1. Ethical production.
2. Insanely great stuff
3. Love
4. Thick value

 After reading the whole article you'll see that there are 67 comments to Umair's idea.  Some agree and love his idea while others strongly disagree. For me I see the merits of both sides of the commentors' arguments. 

For me though what the real pot of gold is with Umair's article is that he makes a radical assertion: Innovation is dead (and he then proceeds to outline his argument). In today's market (as I've said on a numerous occasions) true value is in radical differentiation.  Now whether it's called innovation or awesomeness is up for debate (as Umair has just put into motion). 

For a long time now the "masters of the universe" have sauntered along claiming "value" in their products when there really was none and ringing the bells of "benefits to the customer" when truly none existed.  The winners of the new market space will be those who are truly fearless and will step out on a limb and recalibrate the DNA of their thinking and truly begin creating real value, real benefits and real impact with their products and services in the market. Creating awesome innovation in the process.

Comments

[Unyong]

I love the 4 pillars of Awesomeness. They point to a new paradigm for innovation, which takes context into account, not just the thing in itself, but impact on process, people, planet then profit.