Jeggings-further proof that most innovation is a mash up

I am obviously late off the mark with Jeggings- my daughter has just poured herself into a new pair and will doubtless spend an uncomfortable day in them.

Jeggings seems to illustrate the fact that most innovation, like most new music, is a blend of influences that plays into and evolves an existing behaviour or set of cultural norms. The heroic stories of breakthrough innovation that start a new behaviour, like the Sony Walkman or the humble Post-it note  ( both incidentally rejected in consumer research at the concept stage) are rarer than hens teeth.

There is a brilliant article by John Kearon on this later theme of breakthrough innovations that start new behaviours and how they really happen in the new issue of Market Leader available (but not for free) here

Published by joinedupthink

Strategist, writer and teacher. Ex Ogilvy and ex Google. I am currently working on a start up called Chimnie, which will revolutionise the property market

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