Integration is also a driving factor of innovation. The term integration is connected with differentiation. Market makers and industry leaders have consistently focused on “integrating different things” which creates innovation for the end consumer. In turn the consumer consumes the innovation created by the integration.
Think of Google. What does Google consistently do over and over? They integrate tools that facilitate media, communications, commerce and last but not least findability. Findability precedes useability. In the alphabet and on the web you can’t use what you can’t find. Google’s innovation has enabled the masses to find things they can use for whatever purpose.
Are You Integrating Innovation?
Integrating is a process of modifying existing processes to increase the functional capabilities. The goal of such a process is increase productivity. This process starts with analyzing a number of similar process functions and features and creates a single process that does the work of numerous process.
Think of the IPhone. What makes the IPhone so popular is that it created innovation in the ways people communicate using multiple forms of media. It also made its functions and features user friendly. Steve Jobs then taped into the creative powers of people wishing to add functions and features and what followed was a proliferation of independent app developers who created even more innovative ways in which people could use the IPhone. The end and continuous result is “integrated innovation” fueling markets of useability. Whether you realize it or not we have all become integrators of innovation.
Does Integrated Communications Fuel Innovation
Communications has always and will continue to fuel innovation. When someone has an idea they share it with others in order to vet the idea. Idea sharing is a natural process of human nature. Think about it. When people you know share a problem most people on the receiving end will respond with an idea, suggestion or instruction for solving the problem. Now think about the impact of all this social stuff. It has accelerated the exchange of problem statement to solution identification, one to one to millions at the click of a mouse.
Today’s solutions to yesterdays problems are not the solutions of the past. Innovation is about the creation of new solutions that create new results. The results of innovation are centric to increased productivity, personal satisfaction, savings of time and money or better use of time and money. What the social web has and continues to do is fuel both the creation and propagation of innovation faster than ever before in the history of mankind.
The creation and propagation (communications) of innovation is the fuel that stimulates an economy. Communication – which in the end is what the digital technology and media are all about – is not just a sector of the economy. Communication IS the economy. The explosion of conversational currency will accelerate via the introduction of solutions that accelerate integrated innovation of our current financial systems. The current systems are archaic, redundant, corrupted and controlled by the few. If communications is the economy then the conversations of the many will disrupt and replace the old currency, controlled by the few, with a new currency exchanged by the many. Stay tuned for the next shift…….
What say you?