Innovation is a very misunderstood subject in business still. With the boom and large-scale adoption of digital technology and all the possibilities it has to offer, it seems that businesses–and big players especially–have forgotten the very meaning of the word Innovation.
Innovation isn’t technology.
Innovation is in finding new ways to saturate human yearning for novelty.
Innovation is Human.
Technology is an enabler of change, a catalyst of new human behaviour. It is not salvation or holy grail on its own.
The Value Of Innovation Is Human
If we–humans–don’t value something, to begin with, it won’t have value whether or not it’s presented in the neatest little package or brought by the latest technology.
We value what WE value and that is meaning. The meaning, significance and personal relevance to us and our needs.
So if you want to innovate successfully in this new redefined space after the global COVID pandemic, don’t forget one thing:
Innovation is Human. (Not Technological)
If it doesn’t help advance our lives to make them better, easier and more enjoyable if it doesn’t add that moment of surprise and novelty we desperately seek and yearn for, if it doesn’t add meaning to our lives, it is not Innovation. It’s a Fad.
Dr. Martina Olbert is a social scientist, writer, strategist and semiotician interested in the expansion of consciousness, cognition, social and cultural change. In her work, she focuses on how the shifts in society redefine the perception of meaning in our culture today. She is the Founder and CEO of Meaning.Global, a global strategic intelligence consultancy, helping brands and businesses create new meaning and real value, and the world’s leading expert on creating meaning and cultural relevance in business, branding and marketing.