There is a horrid fact in the world of innovation: The vast majority of new products fail, and most new ad campaigns don't achieve their objectives. The brilliant minds that fuel breakthroughs are also at a disadvantage when it comes to getting ideas adopted by the masses. The root of the problem is the visionary's tendency to focus on fellow visionaries. Visionaries are most familiar with the needs of visionaries, and thus struggle (or lack the desire) to connect with the masses.
In "Crossing the Chasm," Geoffrey Moore explores the giant gap between the early adopters of anything new, and the "pragmatists" those in the majority that are more skeptical, average, and risk-averse. When you consider the creative individuals and teams that develop new ideas, it is easier to understand why there is so little focus on the masses.
Creatives love focusing on what fellow open-minded early-adopting visionaries value. This is especially true in the advertising world, where many of the award winning advertising concepts fail to achieve their commercial objectives. After all, the judges for awards are not average consumers from middle America but rather creative professionals themselvestrue visionaries. Some companies, in search of effective advertising campaigns, avoid working with award winning firms in favor of more grounded, commercially focused firms.
When we conceive new ideas and execute them, we must assume a pragmatic lens that grounds our expectations, tastes, and perceptions. The most productive creative professionals and teams in the world have found strategies to avoid falling in the chasm!
Behance articles and tips are adapted from the writing and research of Scott Belsky and the Behance team. Behance runs the Behance Creative Network , the Creative Jobs List, and develops knowledge, products, and services that help creative professionals make ideas happen.All information (c) Scott Belsky, Behance LLC
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June 17, 2008