We have all got used to the statement it is all about “location, location, location” for real-estate. So what should the mantra be for innovation? I think “context, context and context”. Context is a king.
Innovation happens all around us, same as with our places where we live- it is determined by many factors but given a choice we want to live somewhere nice, safe and hopefully going up in value! The same with innovation we want it to be good, attractive, useful and valued by many, hopefully willing to part with their money because it fulfils their need.
Innovation should always start of by being placed in its appropriate context otherwise it will lose its initial connection, dilute in the eventual value and arrive as less desirable because we somehow and somewhere went off track We lost the context because we never really established the real ‘sense of purpose’ for that specific innovation or given direction to explore.
Why do I believe context is the king when it comes to innovation?