After leading innovation initiatives for more than two decades, Jim Estill, former member of Board of Directors of RIM, can now anticipate some of the questions, suggestions and resistance he’ll encounter when he gets started on a new project. I recently had the opportunity to chat with Jim on some of the key innovation challenges he’s faced and insights he’s gained through his experiences.
Challenge #1. Why would I need that product?
Henry Ford and the Horseless Carriage
In the early years of personal technology, it was difficult for people to imagine their lives could change enough to ever need or want the products that were being imagined. Needing a phone other than one in the kitchen was unthinkable. As a matter of fact, the thought of a microwave oven was even far-fetched for many.
Resolution: Just as the first automobiles were marketed as horseless carriages, the first blackberries, which exchanged only email, were marketed as two-way pagers. People understood the convenience of two-way pagers and the metaphor helped them to gradually understand the value of a early version of the device. It obviously caught on!
Lesson learned: Leverage functionality of a known product to foster understanding of something new to the market. Think function.
Challenge #2. What are you the best at delivering?
With advancements in technology it’s feasible we could develop a Blackberry that could also remove morning stubble while acting as a flashlight powerful enough to illuminate a room.
Resolution: Just because you can, doesn’t mean you should. Keep it simple.
Lesson Learned: Determine what your company is really great at delivering. Stay focused and move forward.
Challenge #3. What will your customers want in five years?
Five years ago AT&T and Verizon were not anticipating the shift from voice to data that has taken place. Now they’re adjusting to meet the data demands.
Resolution: Be ready to accept unexpected market demands.
Lesson Learned: It’s almost impossible to figure out what will happen five years from now. Be nimble.
Challenge #4. Are the basics included?
One of the key elements RIM has understood is the value of delivering quality basics. I remember buying a PDA 10 years ago at a church rummage sale for my emerging techie daughter who was 8 years old. She had fun with it until the batteries ran out, and with no way to recharge the unit, we certainly were not going to buy new batteries after every four hours of use.
Resolutions: Make sure the basics are accounted for: safety, security, battery life, durability and dropability.
Lesson Learned: If the basics are not present the life of your product will likely be short-lived. Back to basics.
The discussion really drove home the impact of customer expectations on a product lifecycle. It’s that social component, the customer voice, that is a driving force in the success and failure to products in the market everyday.
Open Discussion
What is important to you as a potential customer of a product? Is it quality, or maybe some way cool features, or product simplicity? It would be great to hear your thoughts on the topic.
