Everything (a lot) gives hope that we have entered the pre-exit phase of the pandemic and therefore we can back to thinking about the future and, in my opinion, the central theme on which to address it are the beautiful and wonderful products and in particular the sensational ones new products.
But there is a question to ask: Will the product I sold before the covid still be sold post-covid? The pandemic has somewhat anesthetized the design of new products (except for the pharmaceutical sector, fortunately). Many companies have focused more on the day-to-day, on process improvement (digitization, sustainability), on optimizing distribution (omnichannel) and, many others on survival by struggling to manage cash flows and getting into debt: in fact, after all the debate on benefits and purposes, the processes of digitalisation, omnichannel and sustainability should have been extensively internalized and being implemented.
In essence, back to creative power it means to strengthen (or re-activate) the development processes of new products, new design, new innovation and new creativity: after all, going back to talking intensely about new products should also be the way to affirm the re-start and that, in fact, there has been an evolution of the market and that the future new normal will be faced in a different way, with new and renewed product offerings with added and incremental value. The product is the materialization (the solution) of the consumer's needs and/or desires and, given that all companies claim to be "consumer centric" it shouldn't be that complicated. To return to strategic product design, however, it is necessary to operate on three dramatically interconnected levels: innovation, research and development and creativity.
To give life to new planning, these three areas must work together with the common goal of generating new insights, reasoning and thoughts aimed at formulating new solutions for innovative products capable of create new demand, new attractiveness and new charm. Resilience and resistance are interesting concepts, but if you will turn around and affirm existence we need to go back to producing substantial and differentiating innovation with high added value with courage, tenacity and flair. The guiding spirit is that of disruption and it should be to break some patterns and some habits, find some new breakthrough to affect one's market segment in a significant and memorable way.
The vantage point should elevate the design of these new products to the future and less towards the past. The intention should be to find new formulas, new shapes, new functions, new configurations with one logic of attack, progress and avant-garde.
The men and women involved in product development and research and development will have to thinking and proposing new investments to make new products that are innovative and creative in substance, heart and soul: to do this job better it will be necessary to re-open the "creative power room" and re-do some experimentation.“Don't stifle your inspiration and your imagination, don't become a slave to your role model.” Vincent van Gogh
All the Best! Insights
