The pitfalls of the quest for originality
When I speak at an innovation conference or a creativity conference, it is often because the client sees innovation as a key to success, and he or she wants to share this vision with his or her team.
However, innovation is not everything: recent studies show that an excessive search for originality can sometimes be counterproductive. Thus, an article recently published in Forbes, and based on a communication from the Canadian magazine Rotman Management, highlights the challenges of originality by stressing the importance of the balance between novelty and relevance.
The article starts by citing the example of the Michelin-rated restaurant Bros' in Lecce, Italy. Their quest for originality in the presentation of dishes (not to mention the number of dishes: up to 27!) has sometimes left customers baffled and dissatisfied. We can't please everyone, but customers simply didn't understand the innovation effort.
Innovation at any cost can sometimes be expensive...
The “Originality Ostrich” Effect
This phenomenon has a name: the Originality Ostrich Effect explains how creators and businesses can lose sight of the balance between originality and quality. Focusing only on the first one.
Another example cited in the article: in a study working on sandwich creation statistics, participants who were encouraged to be creative produced recipes... less appetizing than those focusing only on valuing taste.
There are numerous examples of this type in gastronomy: for example, in professional contexts such as the show “Top Chef”, candidates who rely too much on originality are often eliminated more quickly. That's what the statistics say.
But that's true in other areas: a team of researchers, led by Brian Uzzi from Northwestern University, looked at how unconventional ideas have a big impact in science. In their analysis of nearly 18 million scientific articles, they discovered that the scientific work that has the most impact is not the most innovative.
On the contrary: the most influential works tend to be research that is largely conventional, but that presents a new and unusual combination. Kind of like an unexpected spice in your favorite dish.
”Innovation is about turning ideas into invoices.” - Lewis Duncan
The fight for innovation and value. Are the 2 irreconcilable? It seems that the winning formula is a form of “change in continuity”... At the risk of breaking the myth of the creativity of the genius locked in his garage!
And what does that mean for businesses?
The lesson is simple: innovation should not come at the expense of value.
By integrating innovative elements in a measured manner and drawing on past successes, businesses can generate creative ideas that truly resonate with their audience.
By limiting the risk of rejection because of too much innovation.
Here are some practical tips to avoid falling into this trap:
- Analysis of past successes : study past innovations in your sector and identify the elements that contributed to their success. Integrate these elements into your own initiatives.
- Methodical approach : adopt a structured approach to generating ideas, balancing novelty and relevance. Use guided brainstorming techniques to explore variations in existing concepts.
- Tests and feedback : set up test phases for your new ideas and gather feedback from your customers and partners. This will allow you to adjust and improve your innovations before they are finally launched. In addition, it is the best thing to do if you have severe budgetary constraints.
The final word
So strong innovation and success, brother enemies, except for rare exceptions? It's not easy to make a clear decision.
What is certain (from an economic and business point of view, not from an artistic point of view of course), is that “effective” creativity lies in the ability to improve the existing rather than reinvent the wheel. By adopting a balanced approach, companies can minimize risks while maximizing the impact of their innovations.
The English architect and designer Lewis Duncan used to say the following: ”Innovation is about turning ideas into invoices.” Not glamorous, not dreamy, but everything is said: innovation is not just an exercise in creativity.
An innovation must have an economic purpose in contrast to a “pure invention”.
