Innovation seven law, can't stop

Although Apple has stopped innovating, it cannot contain the sound of changing the world through technology. However, it is very necessary for Chinese entrepreneurs to first grasp the creative power by shouting and not shouting a new apple. Therefore, we should study innovation and understand innovation. This article has counted 7 kinds of innovative ways in today's time, hope to give you some references for entrepreneurs.

There is no absolute good or bad in this world, sugar is a good thing, but eating more teeth is also bad. Innovation, in our time is always a positive color of words, most people take innovation as a need to think of the positive things to pursue, but actually very little to reflect on innovation-innovation is necessary, what kind of innovation is good, how does innovation happen?

The era background of innovation

Modern people have actually become accustomed to the "progressive compulsion" mode of thinking. When I was a child, I was naïve to think that human technology will continue to develop indefinitely, one day in science fiction films depicted in the future scenes will become a reality. Why? Because we see that we have been progressing, the computer's CPU is faster, the speed of the car faster and higher, the city's building more and more high, so we naturally believe that progress will continue. This is "progressive coercion".

Progressive coercion is actually a very young way of thinking, and it is at best a small baby in the entire history of mankind. Human history is not the same as we think, presenting a linear progression of the development process, the real history is actually showing some of the disorder. In Europe, the ancient Greek philosophy is a peak, after more than 1000 years of human thought has not been much development, into the long and dark Middle Ages, and then the Renaissance. What is the revival of the Renaissance? It is the literature and art of Ancient Greece and Rome, which shows that after more than 1000 years, the thought of predecessors is still a peak.

In such an era, innovation is not necessarily necessary, because the change of the whole age is very small, not even change, so the inheritance is actually more important things. If you innovate, you become a freak, you cannot be tolerated by society, and at that time innovation is not a positive word.

And living in the era of the Industrial revolution, we have experienced a lifetime of changes may be more than the previous generations experienced, so in our time, innovation became a necessity, only to become the majority of people as a universal value of things. Even so, innovation needs to be analyzed specifically, and there are many different types.

7 Types of innovation

After a grind, I think of the innovation I can roughly boil down to the following 7 main types, certainly not comprehensive, but at present can only think so much, welcome to help me to add.

1, pioneering innovation-pioneering innovation is the most valuable, also the most difficult kind of innovation, the creation of this innovation is not in history, is new, and the history of the process has far-reaching impact, it is often accompanied by the genius of the light at first sight, with a certain contingency. such as Newton's classical physics, Einstein's theory of relativity, Columbus discovered the New world, the Wright brothers invented the aircraft, jobs invented the personal computer, the IPhone, the pharmaceutical company to invent drugs, and so on.

2, upgrade innovation-pioneering innovation is important, but we also heard that "up early, catch a late set" this sentence, we also see a lot of pioneers did not make money, the copycat made a pot full of examples. For example, Ford is not the inventor of the car, but Ford by the T-car became the richest man in the United States, Bill Gates, although not the inventor of the graphical operating system (the first graphic inventor is Xerox, the first commercial person is Apple), but his windows almost ruled the PC. Upgrade innovation is really important, because early products are often rough, and often expensive, upgraded innovation to improve products, reduce the role of the threshold, so they are also worthy of respect.

3, the difference of innovation-about 10 years ago, positioning theory began to rage in the marketing industry, quite a marketing on the positioning, positioning is equal to the feeling of marketing. In fact, the positioning theory is suitable for the field of differentiation and innovation. The difference of the example estimates that we can casually cite a lot of, for example, the use of mobile phones for the elderly, specifically located in the office of the ThinkPad Notebook, specially used for off-road jeep cars, specifically used to about guns of the mo ... Differentiated innovation should be the most common mode of innovation, which is a consumer-driven innovation model.

4, modular innovation-to understand what is modular innovation, think of the Swiss army knife to understand. When we loaded a tractor with a cannon, we got a tank. When we put a camera on the phone, we have a "sweep" of the possibility. When we put a small computer on the glasses, it becomes a Google Glass. When we put the engine on the toothbrush, he became an electric toothbrush. Modular innovation is also a common form of innovation, relying not on technological progress, but on a keen insight into new needs.

5, transplant innovation-the so-called transplant-type innovation, is the use of the technology or model in the field of a, transplanted to the seemingly unrelated areas of B, so as to create a new product or model. For example, Gillette has invented a "knife-and-blade" model in the Razor field, selling the turret with a low repeat purchase rate to a very low profit, increasing market share, and then making money by selling blades with a high repeat purchase rate. Amazon's Kindle, which is almost exactly the same as that of Gillette, sells its Kindle at a very low profit margin and largely does not make much money on its hardware, but the Kindle's popularity drives the sale of E-books, which in the aggregate Amazon earns. On E-book projects, Amazon did not learn the business model of paper books, but instead learned the business model of razors, which is transplant innovation. Transplant innovation relies on an understanding of the nature of business models.

6, spiritual innovation-in most of the development to mature stage of the industry, do not say pioneering innovation, upgrade innovation opportunities are not even the opportunity to differentiate innovation there is no space, at this time you can only rely on the spirit of innovation, you can only by getting people in the emotional, cultural, Value-level resonance to achieve innovation. If your consumer consumes you because you can pass on your value proposition to the outside world, for example, by claiming to be a man by the Wrangler, by wearing an muji to flaunt his petty bourgeoisie and by traveling to Tibet to flaunt his art, then you will succeed. However, the spirit of innovation is a Sumen, because the true value of the output capacity of enterprises are not many.

7. Disruptive innovation--probably a lot of people have heard this phrase: "Don't go with the idiot theory, because he will pull you to the same level as him, and then use his rich experience to defeat you." "Disruptive innovation is such an innovation, the only advantage of the industry's new entrants against the industry leader is that he has nothing to lose, so he can create new, disruptive industry rules and then pull you up to the same level as him and beat you with his experience. Taobao hit ebay that year, ebay is with the merchant to charge the shelves, the transaction also charge commission, and Taobao as a successor directly to play free card, suddenly the merchants to attract the past, this is the typical destructive innovation case.

How is innovation produced?

Innovation must depend on creativity, there is no doubt, but relying on creativity is certainly not enough for innovation. This is like saying, investment must have a certain amount of capital, but you only have the capital is certainly not enough.

For innovation, the first element is still able to put the present in a historical background, to see which direction the trend of development, this is what I have been advocating the "top of the Tide" theory. The world's most indispensable is the choice, the choice of direction too much, it will be confusing. See the role of the trend is that you can eliminate the 90% option, your limited that little creative resources into the 10% option, which is tantamount to increasing your innovation success rate. Because I judged that our times are moving towards an open and central era, so I am willing to gamble in this direction, betting that the future enterprises will adopt an open way of social collaboration to replace the existing closed work style.

The second place is to see your position in the industry. The fate of most people may be given, due to some kind of coincidence of reasons to enter an industry, then you need to know the pattern of the industry, and then clearly judge their position in the industry. If you are a leader, you may want to "keep the right" and you don't need to be "surprisingly", and innovation may not be a very necessary thing. If you are a follower, then you can choose to upgrade, differentiated, modular, spiritual, transplant and other innovative ways. If you're a new entrants, you can even use disruptive innovation strategies.

We see that Apple has become a cautious conservative in recent years from an enterprising innovator, and it is estimated that it has a lot to do with its current market position. And the follower Samsung dares to launch 5 inches above the giant screen handset, the difference comes out a new market segment. The next domestic handset manufacturers as the destruction, the giant screen mobile phone price from more than 4,000 directly to less than 3000, or even some of the new brand into 1500 yuan, which makes Samsung also become very uncomfortable.

In the car market, Jeep has adopted a radical "upgrade + differentiation" strategy, by configuring a 9-speed gearbox (equivalent to the concept of 8 cores on smartphones), the current state-of-the-art technology enhances its sense of technology, and then turns itself from a simple SUV brand to a city SUV's positioning through a bold shift in design. This is also the combination of their own position in the industry to choose the innovation strategy.

Third, innovation requires an open soil to produce. Have we found such a phenomenon, a company's boss found that innovation is important, so set up a "XX Research and Development Center", "XX Research institute", "strategic department" dedicated to innovative work, some may not set up a special department, but the organization held a lot of "XX innovative working conference", "XX brainstorming", But they tend to be reactive. Why not? The truth is simple, innovation is not some expertise, its source is very complex, it may be the first line of sales, customer service staff found opportunities for innovation, it is possible that the marketing department found the opportunity for innovation, it is possible that the research and Development department found the opportunity to innovate, if simply rely on a "innovation department", Will obliterate the possibility of other employees ' innovation.