Innovation is often driven by brilliant people who understand technology on a level most of us can’t grasp.
Many incredible inventions fail to make it, the common thread in most cases? That they remain at a level most of us can’t grasp so the benefits are never revealed to the masses. To be truly ground-breaking, technology needs to be understood by the people that it’s designed for. Without the technology being translated or contextualised for the wider world it’ll never make it.
The challenge of communicating innovation
You’ve heard of Bitly, right?
It’s a link management platform most commonly used by content, email and social media marketers for not only shortening links, but gathering important data on the people who click on them, as well.
It’s certainly a useful tool, but for the longest time, the company faced one giant problem—nobody had a firm grasp on what Bitly was capable of. Beyond the basic value, there was little for prospective customers to go by.
Truth be told, as far as they were concerned, it was just a means for shortening painfully long links for strict character counts such as that seen on Twitter. But thanks to market research, public outreach and buyer education, though, Bitly soon turned a corner. The more they understood their customers, the more their customer understood the power of what they offered and, as a result, Bit.ly is now flourishing.
Innovative technology often functions this way.
No matter how groundbreaking it might be, if everyday people are unable to fully understand how it benefits them it will rarely accomplish its desired impact. Successfully communicating complex technology or groundbreaking innovation is hard to come by but, as seen in Bitly’s story, is possible.
How it can go wrong—Google Glass
Take Google Glass, for example.
Though Google has largely seen nothing but success in the greater global marketplace, their attempt at developing, marketing and selling a head-mounted computer is now considered a complete flop.
And while safety and privacy concerns, questionable aesthetics and a poor beta performance certainly played a prominent role in the product’s demise, more than anything, it was a lack of clear focus on what customers’ wanted that ultimately did the product in. They were trying to sell something based on what they thought life should be, rather than something offering a clear benefit. Without spelling this out customers were left second-guessing how they might use Google Glass.
Exciting technology? Absolutely.
But with its failure to align with people’s everyday lifestyles, their needs and expectations, it wasn’t long before Google’s revolutionary technology fell by the wayside.
Doing it the right way—Apple
On the flip side of things, however, Apple’s ability to paint its game-changing advancements in tech as more benefit than featured-based has allowed the corporate giant to change the world we live in.
Sounds exagerated? It’s not an overstatement.
Think about it for a moment: multi-touch, laptop trackpads, MP3 players and fingerprint sensors—none of this technology was created by Apple, but the simplicity of they presented it to the world quickly led to mass adoption.
In short, complex technology was simplified and benefits were strategically highlighted. The end result? People understood what was being given to them, and appreciated Apple for it.
How Cocoon makes complex tech simple
Here at Cocoon, our Subsound® technology is totally new. It combines infrasound detection, machine learning and geolocation—complex concepts for even the tech-savvy—but the benefits are clear. A single Cocoon is powerful enough to give you complete home security that’s simple, effective and puts you in control.
The team behind Cocoon’s one-of-a-kind technology put a great deal of energy into making sure it solves real problems and offers real benefits, at a price point more accessible than traditional home security systems
Cocoon is powered by sound, as all movement creates sound waves this makes it incredibly sensitive, so much so it can detect someone gently pressing on the glass of your window. By learning the usual soundprint of your home Cocoon can instantly notify you, on your Android or iOS phone, if it detects anything abnormal. Without the bother of false alarms.
Cocoon’s sound-driven security system might be sophisticated, but it’s minimalistic by design, easy to use and delivers on a clear purpose—simply protecting you, your family and your home.
We hope we’re doing things right at Cocoon. Creating a complex technical innovation, then making it so simple that it fits seamlessly into your life. We’d love to hear what you think. Please feel free to add your comments below, share your thoughts with us directly or, if you’d rather take to the social sphere, join the conversation on Facebook or Twitter!