Success of an innovation doesn't always get decided by the idea but by the way the innovation is presented to the people.
The right way is to follow : Why -> How- >What concept , which means that presentation about any innovation shall be in the steps as follows :
Why the idea was thought of and the innovation was done -> How was it worked on to bring a very unique & useful product out if it - > What has it to offer the customers or users .
It is always important to first explain others about the reason for that idea to come up while laying stress on need definition and its ability to impact the society .This is how hearts are won and following of this method by an organization establishes that it keeps innovating new things while putting significant value on creativity apart from just laying stress on profitability from potential deals .This way the product gets considered as "Distinctly special product" not as "Just another product" .
Most organizations do either way around and follow What-> How -> Why and end up getting far less value/prospects for their innovation because they follow the steps as to What they have for the people now -> How did they create it -> Why did they create it . Delaying explanation for "Why" seems much as a formality or may be an add on to the properties to an old product . Efforts put to do an innovation may get undermined this way .
You can easily see that the efforts put to do an innovation are same but due to the presentation at the time of its launch in public the outcomes are different .
The involvement of Biology & Psychology in this phenomenon :
The outer part of the brain does the analytical thinking for a human body and hence does the detailed analysis on the specifications of any newly launched product . So, trying to explain about What ? to somebody at the time of launch in the very beginning immediately provokes the mind to diligently think about the specifications/criteria such as technical specifications , budget etc to be evaluated. This may lead to disagreement be felt by customers on some of the features of the product . This is because of the extra seriousness that gets put on the specifications because that was the first thing offered to the customers/potential investors to think about .
On the contrary the central part of the brain governs a person’s emotional stability and is the interested participant for Why? . Being able to touch the emotional state of customers is more than half the battle won to be able to convert the proposition to a final deal . After customers have liked the idea( Why?) and have got influenced with the uniqueness of the product it is quite easy to convince them for the buy out after they have understood the technical specifications (What?). This is because after this exercise(Why->How-> What) , technical specifications become far less important than is the uniqueness of the idea to product development . Later on , most of the people (especially from the elite class) then just wish to be the first one to purchase this distinctly visible innovation to boast about and become the first risk takers for buying the new development because of the surplus money they have .These elite class people are then visible in public and become the brand icon in the eyes of other common people and these common people later on rush to purchase these newly launched gadgets/products so that they can also be part of this premier league .
This holy provocation goes on in chain till a better product with more special features is launched in the market and the time period involved in this becomes the business period for the organization with their product .
It is very interesting to see that companies following( Why-> How-> What) concept have a longer business period for their products than happens for companies following (What-> How->What)concept as the phenomenon for launching their product . This can easily be noticed in the consumer electronics market .
So, Why ? as the first question to be answered proves more valuable than What? in the context of presenting a new product or innovation .
by
Devesh Sharma
Note: You can put your valuable comments below .
The right way is to follow : Why -> How- >What concept , which means that presentation about any innovation shall be in the steps as follows :
Why the idea was thought of and the innovation was done -> How was it worked on to bring a very unique & useful product out if it - > What has it to offer the customers or users .
It is always important to first explain others about the reason for that idea to come up while laying stress on need definition and its ability to impact the society .This is how hearts are won and following of this method by an organization establishes that it keeps innovating new things while putting significant value on creativity apart from just laying stress on profitability from potential deals .This way the product gets considered as "Distinctly special product" not as "Just another product" .
Most organizations do either way around and follow What-> How -> Why and end up getting far less value/prospects for their innovation because they follow the steps as to What they have for the people now -> How did they create it -> Why did they create it . Delaying explanation for "Why" seems much as a formality or may be an add on to the properties to an old product . Efforts put to do an innovation may get undermined this way .
You can easily see that the efforts put to do an innovation are same but due to the presentation at the time of its launch in public the outcomes are different .
The involvement of Biology & Psychology in this phenomenon :
The outer part of the brain does the analytical thinking for a human body and hence does the detailed analysis on the specifications of any newly launched product . So, trying to explain about What ? to somebody at the time of launch in the very beginning immediately provokes the mind to diligently think about the specifications/criteria such as technical specifications , budget etc to be evaluated. This may lead to disagreement be felt by customers on some of the features of the product . This is because of the extra seriousness that gets put on the specifications because that was the first thing offered to the customers/potential investors to think about .
On the contrary the central part of the brain governs a person’s emotional stability and is the interested participant for Why? . Being able to touch the emotional state of customers is more than half the battle won to be able to convert the proposition to a final deal . After customers have liked the idea( Why?) and have got influenced with the uniqueness of the product it is quite easy to convince them for the buy out after they have understood the technical specifications (What?). This is because after this exercise(Why->How-> What) , technical specifications become far less important than is the uniqueness of the idea to product development . Later on , most of the people (especially from the elite class) then just wish to be the first one to purchase this distinctly visible innovation to boast about and become the first risk takers for buying the new development because of the surplus money they have .These elite class people are then visible in public and become the brand icon in the eyes of other common people and these common people later on rush to purchase these newly launched gadgets/products so that they can also be part of this premier league .
This holy provocation goes on in chain till a better product with more special features is launched in the market and the time period involved in this becomes the business period for the organization with their product .
It is very interesting to see that companies following( Why-> How-> What) concept have a longer business period for their products than happens for companies following (What-> How->What)concept as the phenomenon for launching their product . This can easily be noticed in the consumer electronics market .
So, Why ? as the first question to be answered proves more valuable than What? in the context of presenting a new product or innovation .
by
Devesh Sharma
Note: You can put your valuable comments below .
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