As much as we are lead to believe, innovation is rarely straightforward and understandable. We think we get it from a TED talk or a trendy book, but it’s essentially the same as learning paragliding through YouTube. No one serious would recommend that. When I need people to understand innovation there are tricks and shortcuts. I use them to try to spark a ‘A-HA’ moment —a symptom that you can shift away from your usual canned understanding of the matter to something entirely different. One such shortcut is asking « When will the next Star Wars be shot on iPhone? »
Most of companies just trudge in the future of their market very passively. With a poor strategic grasp on technology they usually wake up when their customers have no reason to speak to them anymore. They all know it. So why is it still so difficult to wake them up? Why?