(Image courtesy of the US Patent Office. Thanks guys, you’re legends)
Unnovation – the digitisation of a non-digital experience without additional thought around whether simple transfer from physical to digital really works. Using new technology either for the sake of technology or not using the technology to any potential..
Digital fridges are unnovation. Putting a screen on the fridge to display a to-do list, digitally replicating the photos, magnets and notes.
Digital signage is unnovation. Being able to replace paper with screens that do nothing more than being able to swap the bit of paper slightly faster.
It sits within the ‘Adjacent Possible’ concept that Steven B Johnson eloquently describes, where ideas are only possible by taking the next logical step from the current behaviours and technologies we have.
Unnovation, however, is fascinating for me.
In a recent research project for a client, I was exploring current and upcoming techniques in retail (offline and online) especially around new technology and emergent behaviours. What was striking was the amount of duplication and replication of ideas. Square, for instance, has inspired a dozen other mobile POS devices, and I lost count of the number of Shopping List applications for smart phones.
The shopping list apps are generally unnovation – digital versions of scraps of paper. Sure, you might be able share your list (although who cares that I need a can of tomatoes and a new bra?), you might want to find them for the cheapest price, but they’re all the same model: find a scrap of paper, itemise your list, purchase your items. Disconnected, and not smart.
Yet, the vast number of apps which display Shopping List functionality is encouraging.
We still need to remember stuff to purchase, and purchase it.
Innovation can often focus too much on external directions, moving from your passion centre and exploring new spaces for your business, when sometimes it can be far better to look inwards and identify the problems and opportunities right in front of you or that people are demanding. Asking people what they want can lead to a recommendation of a faster horse, but as Russell Davies puts it:
“Imagine what horses might be like now if science/industry had devoted as much attention to improving them as we’ve devoted to the internal combustion engine and industrial production. Horses would be INCREDIBLE.”
That there are many many many clones and examples of unnovation suggests there is an itch which is not being adequately scratched. It suggests no-one has provided a strong enough solution to address the process. When looking at a busy area of supposed innovation, such as retail, disregarding ideas like Shopping Apps simply because there are already 100 in the app store is not always a good idea. Sure, you need to do more to stand out, but that’s the opportunity, asking why a shopping list on a digital device needs to replicate its physical counterpart.
Understanding users’ demands, existing behaviours and looking at popular areas of development are massively valuable to innovation.
You might not start with a radically different product, but if there is a demand for something, it could help you fund the more visionary work you hope to continue investing in.
Update: There’s a really great article at Fast Co which expands upon the idea of spotting the value in popular suggestions.