This content was created by GHION.AI . This content was uploaded by GHION.AI . This is a YouTube video titled "Innovating by Simplifying" featuring Tim Brown discussing the concept of innovation through simplification, using examples like budget airlines and shoe design, recorded on October 26, 2022.
Chapters
I think the assumption with innovation is it's a big new idea. Oftentimes innovation is doing less of something. When you think about budget airlines, they were actually a reduction in service. They took away business class. Innovation, a lot of times is taking things away and simplifying something that's got bloated. The best businesses, I like to say, are born in the cracks in the pavement. Again, I didn't invent wool and I didn't invent shoes. And fundamentally, the emotional core of our brand is comfort. Number one reason why people buy shoes is comfort, but it's traditionally associated with ugliness. So we were able to bring a design sensibility to enormous emotional territory anchored in purpose, around natural materials that facilitated that. It's very simple and obvious in hindsight, and it represented, as it turns out, a massive market and it had been overlooked by a lot of people that had been working in synthetics for 50 years. And there's a lot of reasons why, but the best ideas are often the most simple and they're hiding in plain sight. Yeah.
