by Masingita Mazibuko In the marketing world, we often talk about the ‘Big Idea’. This is a term that I believe is possibly misleading, and perhaps results in us considering things which have the potential to create real changes as inane and dumped.
An illustration
To illustrate, at some point during the recent summer holidays, many of us must have been wide awake at odd hours, flicking through the many television channels and hoping to find something senseless to fill the empty non-hours until blissful slumber decided to put in an appearance.
Mindless TV often works to encourage its visit, but there are times when something on the box jumps out and demands attention. And, of course, in those moments, sleep loses the battle.
This was one such moment. It took me back to a time when I spent a lot of my time in aeroplanes, praying that I would reach my destination with luggage available or intact. This anxiety was brought about not only by numerous stories regarding lost baggage but a particular experience years back when I was on short-term assignment with my then-employer in London.
Having made it past the interrogating eyes of immigration officers (sporting dreadlocks, I have now become accustomed to such stares), I found myself the sole passenger at the baggage claim counter. I had retrieved my bag containing toiletries and shoes for my tenure, but my suitcases of winter clothing had gone amiss.
It did not escape my eye that being the only person at the baggage claim counter was actually an achievement, given the prevailing incidence of tampered or lost.
So, you can imagine that, when a post-midnight snippet on CNN highlighted an app enabling the smartphone owner to track his or her checked luggage, and that carriers would also save billions of dollars because they’d be able to optimise space usage in the cargo hold, I sat bolt upright.
Achieved via small shifts
The present day is littered with so-called innovation. However, what intrigues me about this one is that ‘just playing around’ and exploring left-field options that could be achieved via small shifts could ultimately take you above the mark.
Here, I reflect on the premise on which many social media channels are built: “connecting and creating a sharing platform among people you know”. There are also budget airlines which focus on frills-free air travel. Both these examples are underpinned by simple thoughts and a willingness to experiment, and have resulted in the dramatic transformation of industries.
So, perhaps at times, we are too hung up on the Big Idea. And, perhaps, innovation does not necessary come from Big Ideas. Maybe, it is being clear about what the problem is and opening your mind to all kinds of concepts, even playful ones.
And maybe, at some point, one of these will transform into something larger than initially thought. In other words, folks, open your eyes!
Masingita Mazibuko, marketing director at Unilever, contributes the monthly “Africa Style” column to MarkLives.com. The views expressed within this column are entirely her own.
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