5 Basic Characteristics of an Innovation

In introducing new products to the market, brands often experience difficulties. This can be triggered by market conditions that are not ready for innovation, or brands that fail to see what the market needs.

When facing innovation, the market will not accept and use the product suddenly. It takes time for the market to get used to an innovation. Designers must proactively address product innovation, so that the market can decide to use the product on its own, and over the long term.

Diffusion of Innovation Theory

Everett Roger introduced the diffusion of innovation, which is a theory that explains how, why, and how quickly new technologies and ideas can spread through culture. Innovation is a very complex process. As a designer, innovation theory can help you to create a road map regarding marketing and product design.

To make it easier to identify and explain the factors that lead to particular market interests, innovation theory must be used comprehensively. Roger said that there are main elements that influence the spread of new ideas or innovations, namely communication, social systems and time.

Characteristics of Innovation in Organizations

You can learn the characteristics of innovation in organizations which will make it easier to spread innovation. This will certainly support the development of ideas in a business and company context with the following characteristics:

1. Relative advantage

For innovation to be accepted in the market, you must show the benefits that consumers will get.The target market must see the development of product innovation from time to time until now. That way, they know that the innovation you put out can be useful for them. Some things you can do to develop your innovation are to do the following:

• combine several functions into one product;
• provide better service;
• lack of other equipment needed by the product;
• improved product durability;
• consumer empowerment;
• reduced environmental impact;
• increasing consumer productivity;
• save time, money, space and storage

One of the best examples of innovation is the switch from typewriters to computers. The relative advantages are clear; the computer does not require additional equipment; reduces ink requirements; documents can be edited easily; Documents can be saved and moved to another computer using a flash disk. With the convenience provided by computers, old school typewriters were abandoned on the market.

2. Compatibility

Before making innovations, it is important to remember that the product you create must suit the market's lifestyle.If your innovation results in major lifestyle changes or requires consumers to purchase additional products, the innovation is likely to fail.

Apple's iPad product is an example of innovation that has excellent compatibility with consumers. When this product was released, the iPad seemed to be the answer for the market that wanted to live practically.

By combining the functions of a cell phone and a laptop, the iPad offers consumers functions for checking email, reading magazines, books, blogs, watching, and even chat messages. To find out the compatibility of the innovation you will carry out with the market lifestyle, you can answer the following questions:

• How can your innovation fit into consumers' lives?
• For the success of your innovation, are additional products needed?
• How has your innovation brought about changes in consumer behavior?
• What products already exist and can be replaced with your innovation?
• How will your innovation influence the mentality, beliefs and attitudes of potential consumers?

3. Complexity VS simplicity

Keep in mind that the more complicated your innovation, the more difficult it will be for the market to accept it. Consumers don't want to spend a lot of time on a product. Especially if the product has no benefits for them in the long term.

However, if your innovation is easy to use, consumers will be more interested and want to buy your product. Therefore, when creating innovations, you must focus on simplicity, so that consumers will not be confused.

To reduce consumer confusion, the team must be able to explain changes or innovations to consumers as best as possible. This can be done by explaining changes through FAQs, how-to videos, tooltips, and other learning materials.

4. Test it out

Before using your innovation, consumers want to get a glimpse of what they can expect. For digital products, consumer desires are supported by a 30 day free trial. Even though the features that can be used are limited, potential consumers can try and see the benefits the product can provide.

During these 30 days, brands have the opportunity to attract new consumers who will buy the product after the trial period ends. Therefore, you have to make sure that the free trial is enough to show consumer expectations. However, avoid giving excessive free trials because this is not the only opportunity to attract consumers.

5. Observability

Consumers who have used your innovation can attract new consumers. Before using your innovation, potential consumers tend to find out the benefits and advantages your product has. There are several ways to show the benefits of your innovation to potential consumers, including:

• Making comparisons: if your innovation has quick or easy-to-see improvements, comparing the products consumers currently use with your innovation is a great way to attract consumers.
• Before and after:  show your potential customers the positive difference they will get when using your product.
• Testimonials: compared to brand campaigns, reviews and testimonials tend to have a greater influence on potential consumers. This is because they will prefer to listen to other consumers who they consider to be like themselves.

The success of innovation lies in the design team ensuring that the innovation is in line with consumer values, beliefs, attitudes and behavior. Increasingly sharp business competition requires companies to continue to carry out new innovations and business development in order to be able to compete, survive and excel.

Through the Business Development Planning program, participants who are business executives are expected to be able to make thorough business plans to avoid risks that could disrupt company performance by preparing a road map that will help predict the market and the future.