[Sigia-l] Not All Innovations Are Equal?

[Pradyot Rai]

Trenouth, John <John.Trenouth at cardinal.com> wrote:
> While my perspective on Apple is quite different from Ziya's (I've
> purchased a few Apple products and either returned or ebayed them
> shortly after) I do have to admit they've nailed desirability like no
> other consumer technology company.

"Desirability" is unknown term to me. Please explain.
If I am sure where you are headed, I would call it "want". "Want" is
different than "needs". If you need computer you will buy the cheap
one from Dell. If you want the computer, somebody has to sell the
whole package. Apple was innovative not because they had cute looking
machine, but (also) because it was packaged with whole user's
expectaion, brand awareness, ease of use in mind. How they accomplish
that(?) -- by controling through vertical integration, product design,
and valuing their human capital. All was part of one common strategy,
with innovation at every node.

> There are plenty of examples out there other than Apple. For instance,
> Canon too followed a business strategy focused on desirability for the
> original digital Elph.  The result was a small, shiny, metal shelled,
> cigarette-package shaped camera with a comfortable weight that offered
> decent (not great because utility wasn't the strategic goal)
> photographic quality.  This strategy, focused on a particular value for
> the customer, and Canon's focus and execution defined what it was to be
> a small digital camera.  And consumers desired it--especially female
> consumers.

How did they know that female consumers desired small, shiny, metal
shelled, cigarette-package shaped camera? What did they do differently
at the name of "business strategy"?

Let me put words in your mouth -- *many strategies are pure accidents,
they follow path of innovation." I have numerous examples, but I will
stop right here.

Prady