As early humans, we learned and adapted within the context of our surroundings. When humans first learned that fire makes life easier (like cooking meat and keeping warm) the idea of fire was eagerly embraced as necessary for survival.
I’ll bet before people figured out the “use value” of fire, it probably was a very frightening thing to experience – consequently something one should avoid.
Crazy ideas are like that.
The music industry fought tooth and nail to avoid the crazy idea of digitally produced, reproduced and distributed music. Looking back, it’s hard to imagine the folly of their resistance to this crazy idea. But they did for nearly a decade at great harm to their shareholders.
Consumers weren’t demanding the crazy idea of digital music be created out of their unmet need for digital music. Yet once its use value was realized, the crazy idea changed an industry and the world.
The same is true for more commonplace crazy ideas like the Swiffer, which changed how people clean their homes. Netflix which destroyed its established brick and mortar video rental competitors. Even DiGiorno Pizza, which elevated the idea of frozen pizza to freshly delivered pizza status. Nobody was asking for these crazy ideas, yet each one proved massively successful.
Excerpt from our friends at Branding Strategy Insider | The Blake Project