I want to talk about technology as a form of innovation, but instead of diving straight into it, it’s important to understand that there are 3 different types of innovation, and that technology is only one of them. The other 2 types of innovation are:
• Functional – How the user interacts with the product. This might include how easy it is to install or operate, or it might do something for the user that was not previously possible and
• Aesthetic or Sensual – concerning the senses, including how a product looks, sounds, feels or even tastes and smells.
We are more familiar with technological innovation as it relates to the technology behind the product (if it is truly innovative then you will be able to protect it with a patent). But I want to drop a bombshell on you all now by saying that “technology does not sell”!
WHAT – Technology doesn’t sell?
That’s right, if you walk down the high street and look in all the shop windows, how many products can you see which are purely