Take a look at the first-class section on any airplane today; it's full of corporate leaders lugging around Walter Isaacson's Steve Jobs biography, searching for insights they can use to make their companies as successful as Apple.
Here's all they need to know: When Jonathan Ive, leader of Apple's design team, was asked about the company's goals when setting out to build a new product, he answered simply, "To design and make better products; if we can't make something that is better, we won't do it."
That's the key: If you're not trying to make something better, then stop now and give your job to someone who will. (And it doesn't count if you're trying to make something different for the sake of being different, or so you can say, "We have one of those, too.") However, if you are truly interested in developing a product that has the chance to change your industry and your company, here's how:
- Make it cheaper. Even if it's lacking features present in the original, a lower-priced, basic, yet still useful, version of the product could very well solve user needs better and opens up the possibility of ownership to a whole new set of people. That's the strategy behind the Kindle Fire. Amazon made a conscious decision to produce a lower-priced tablet with fewer bells and whistles than the iPad, banking on the assumption that consumers wanted to surf the Web on a tablet, regardless of 3G connectivity, abundant internal storage, built-in camera and microphone, GPS technology or Bluetooth. And they were right. Analysts have estimated that in the fourth quarter of 2011, Amazon sold 6 million Kindle Fire tablets, accounting for more than half of all Android tablet shipments in the period.
The line between becoming a pioneer and a "me-too" flop can be unclear when you're in the weeds of development. Uncertainty is an easier destination to arrive at than confidence, especially when the truth is, there's no such thing as making anything that's really new. Everything is an evolution of something else. But you can make something better. When in doubt, ask yourself if you'd use your new product instead of the market leader's. If the answer is yes, keep going. If it's no, then stop and rethink.
Originally published on Fast Company.