Meaningful innovation does not need to be based on outright invention
Rather, there is an exhilarating shortcut. It is based on bold, new combinations of already existing components that simultaneously unlock heightened levels of consumer value and reduce costs.
You can read one of my favorite examples in an article I contributed for the Economic Times. The story is about combining an ordinary concert venue with a giant pile of pillows to unlock an unforgettable performance of Vivaldi's guitar concertos.
Way back in 1985, while studying at the University of St. Andrews in Scotland, I attended a classical guitar concert in the small, college town. Upon entering the building, I was greeted with something quite unexpected. The stage and chairs from the concert hall had been removed and the large room stood empty.
[Image via dotcore!.]