The New Mindset for Innovating Smarter
Once upon a time – in 2005, to be exact – there was a scrappy little start-up named Odeo. They were busy working on their product, when, one day, they received some terrible news: Apple was about to release a new app called iTunes, which would include a built-in podcasting platform.
The problem? Odeo’s product was also a podcasting platform. Surely they couldn’t compete with a tech giant like Apple. The founders knew they had to pivot, so they asked their employees for suggestions.
One of them had a promising idea: a service that would allow users to share status updates. The idea went through multiple iterations, until it finally became a microblogging platform. The employee’s name was Jack Dorsey, and the platform was called Twitter.
Want to follow their lead and iterate your own way to the Next Big Thing? Well, think again.
The key message here is: An iteration-led approach to product development rarely leads to revolutionary products.
Buoyed by success stories like Twitter, “iteration” has become the name of the game for many product developers in recent years. With an iteration-led approach to product development, you don’t start with a clear vision of what you want your product to be. Instead, you just take whatever you already have, try to make improvements on it, and come up with new versions, or iterations, of it. Then, you keep iterating until you stumble upon a winner – anything that helps you achieve your immediate objectives, like capturing market share.
If you’re exceedingly lucky, you end up with the next Twitter. But more often, you end up with a lackluster product like the Chevy Bolt – GM’s flagship electric car.
Now, there’s nothing terrible about this vehicle. There’s just nothing groundbreaking either. And that’s because, when developing it, GM didn’t have a clear vision of what they wanted to build. They simply wanted to bring a commercially viable electric car to the market as quickly and cheaply as possible, to compete with Tesla.
With that aim in mind, they took an iteration-led approach. For instance, rather than designing a brand-new chassis, they borrowed the one they already had in their gas-powered Chevy Spark and built on top of it.
The result? An electrified evolution of an old car, rather than an electrifying revolution in the automobile industry, like the one Tesla has been leading with its trailblazing Model 3.
Radical Product Thinking (2021) lays out a step-by-step approach to developing game-changing products. Taking aim at the iteration-led approaches to product development that have become popular in recent years, it provides an inspiring, vision-driven alternative.
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Blink 3 von 12 - Eine kurze Geschichte der Menschheit
von Yuval Noah Harari
