You may feel that innovation happens, most of the time, by-chance. But that is not true. Ideas may come to your mind with out much effort; may be based on a trigger. Ideas take its own time to evolve into innovations. The transformation of idea into an innovation is the most complex and difficult stage. The passion that drives the idea to an innovation is ‘necessity’.
Most of the innovations that happened in this world are due to necessity. An urge of doing something; if not may even pose challenges to life, leads to innovation. Necessity does not mean necessity to all, but to a certain group. And in marketing, we call this group as Target Group. Marketing is all about creating the need and satisfying those needs. Thus satisfying the necessity of a small group can fetch you a few billion dollars.
There is a hidden obstacle in innovation – most of the ideas which may lead to innovations, will be viewed as dumb ideas. There will not be much value for ‘those’ dumb ideas unless there is a necessity for it.
On the way to innovation, there are mainly two ‘herculian’ tasks.
1. Identify the necessities of people and
2. Implement the solution for those identified necessities.
Once these are done, you do not have to look back.
So “identify a need from the people, make it a necessity for all and satisfy that necessity”. This is the golden rule for marketing.
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