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The British electrical plug was invented in 1946. It's the largest plug in the world. It comes from a time when computers filled rooms and radios were the size of kitchen units. The only time the average person carried an electrical gadget round with them was when they moved house.
Nowadays gadgets don't sit quietly in the corner. They expect three foreign holidays a year and come with us to work, rest and play. In return, they've been on a crash diet and what used to fill a room, now sits comfortably in your pocket.
So it's strange that it's only this year, that a designer won an award for re-inventing the venerable but massive British plug into something altogether more slimline and portable. Why did it take 64 years to invent a better one? More importantly, why didn't any of the rest of us have that idea?
Listen to what nobody says
Henry Ford once said:
"If I had asked people what they wanted, they would have said faster horses"
Unvoiced customer needs are everywhere, but they're hard to find. No British customer has ever said to a product designer "I'd like a more portable electric plug please."
Instead the re-inventor of the British plug, designer, Min Kyu-Choi, had an experience. He scratched his MacBook Air laptop on its plug realising in the process that the world's thinnest laptop still uses the world's thickest connector.
Min Kyu-Choi had stumbled upon a disruptive idea by discovering an unmet, unvoiced customer need.
So how do you mass-produce disruptive innovation?
The simple answer is: have experiences, and reflect on them. Creating an innovative new product requires an inductive leap.
The best way to trigger an inductive leap is to have a direct experience. The easy part of that is that we all have experiences continuously. When my alarm goes off, that's a customer experience. When I get on the train, it's a customer experience. Buying my morning coffee - an experience. They all come bundled up with satisfaction and frustration.
The hard part is noticing the response rather than accepting the "how things are-ness" of it. One of the best ways is to keep a record of what happens - mark up every experience on a timeline and plot your emotional response. Not taking problems for granted is the first step towards great product design.
Simon Kirby is a published author on service and product innovation and the founder of Opine Consulting. Opine is a consulting boutique which bridges across innovation, service management and strategic marketing. Our clients are global corporations and the government sector. You'll find a lot of our best thinking at http://www.opineconsulting.com
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Just about everyone with a great idea for a new gadget dreams of launching a new product in the mass market. It used to be a lot easier for a small company to launch new products than it is today. Years ago, a small company with a new product or idea could start with neighborhood retailers, first building a local customer base and then fanning out across the region, the nation, or the globe. But the retail landscape has changed tremendously with huge chains with thousands of outlets dominating the market today. Over the last 15 years countless small chains and independent operators have either been swallowed up by their larger rivals or just gone belly up because they couldn't compete with the behemoths. This makes it much more difficult for small companies to launch their products because a) there are fewer retailers to approach and b) there are thousands of companies competing for the attention of fewer and fewer buyers.
Twenty years ago, trade shows could often be a cost-effective way to introduce a new product to thousands of potential buyers but like retail, the trade show industry has seen a wave of mergers, acquisitions and drop outs. A lot of the trade shows that used to cater to the small- and mid-sized operations have seen their attendance dwindle and lots of them have just disappeared entirely.
For example, the North American Men's Sportswear Buyers (NAMSB) show used to be one of the biggest apparel trade shows in the U.S. but now it's gone. For years, NAMSB was the trade show that retailers of all sizes attended to check out the latest and greatest upcoming styles. It was also where some now-famous names got their start in the mass market. At a NAMSB show (many) years ago a friend wanted me to meet the owner of a new company that she knew was going to be hot. We walked up to a small booth staffed with just one guy showing off his new t-shirt designs-his name was Stussy and a year or so later his company took off. For him, the NAMSB show was the ideal springboard to success. Today though, there are fewer shows to choose from and they're a lot more expensive, making them a bigger gamble. So if you're thinking about doing a trade show you'd best be prepared to do your homework, invest some money and do it right or you'll be setting yourself up for failure.
What does this mean to a small business with a great product or idea? What it means is that yes, it can be tough to launch a new product in the mass market but it also means that a company can hit the big time a lot faster today than in the past. So what is the secret to selling to Wal-Mart or other large retailers? For the novice, the answer is that there is no easy answer-launching a product in the mass market is not for the faint of heart but it can be done. The answer lies in doing your homework:
Know your business-how are you going to produce the product and how will you distribute it? Do you have the capacity (production and financial) to meet the demands of the mass market?
Know your product-what sets your product apart from the competition? What makes it unique? What is its special appeal?
Know your retailer-where does your product fit in the store and how are you going to display it? Research your target vendors-what are they looking for in new products? What is their process for reviewing new vendors?
Know your customer-who is going to buy your product and why are they going to buy it?
Know your marketing plan-how are you going to get the word out about your product to your customers?
Knowing the answers to these questions will help prepare you and your company for successfully launching your new product in the mass market.
Turner Group Marketing--Experts in helping small firms to successfully launch their products in the mass market. Visit our website at http://www.tgroupmarketing.com
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posted Oct 21st 2010 8:05PM 
We'd heard the HP Slate finally had a date with destiny (and corporate pocketbooks) sometime this fall, and it's looking like the device is nigh -- a number of boutique online retailers are taking orders for an HP Slate 500, which purportedly comes with an Intel Atom Z540 CPU, 8.9-inch WSVGA LED-backlit screen, 2GB of DDR2 memory, a 64GB solid state drive, 802.11 b/g/n WiFi, a webcam, a two-cell battery and Windows 7 Professional installed, all for somewhere around the vicinity of $800 to $900. What's more, CNET's just stumbled upon a document that apparently details the same, plus an HP Slate Digital Pen (no doubt for those who abhor sausages) and a rear-facing 3 megapixel camera. We'd chalk up the CNET leaks to old prototype documentation and the e-tailer product listings to wishful thinking if either appeared on their own, but together we have to imagine there's some sort of wind a' blowing. 