12/27/08

unidentified problem solved


traditional ad agencies continue to try and work their way into product innovation. it's a smart move on a lot of levels, beginning with the fact that crispin is doing it so it must be good (or bad if you're that kind of person). but from my observation, we ad folk are guilty of approaching product innovation the same way mediocre product designers everywhere do: we're thinking too linear-ly. that is, we're solving problems that have already been established. by doing so, we miss out on the truly tether-less innovations that can connect with people in ways they never saw coming.

to wit: if you have a child, or perhaps rent one to highlight your compassion and sensitivity, you may have come across crayangles at various restaurants. (these came from l woods.) they're crayons that are designed in a triangle shape, so they won't roll off the table. most product designers would try to solve established problems: crayons break too easily, they don't come in enough colors, they need to sharpen easier, kids can't draw very well with them... but rolling off the table? in hindsight, it should've been on the list.

and now, it's already solved.

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