Silberbauer Says:

Tuesday’s first keynote was served by Ernst Gundling. He talked about the importance of differentiating between kinds of innovation, but also stressed that we must be careful not to believe that radical innovation (disruptive innovation) is entirely different from line extension (incremental innovation improving on an existing product or service). Often, radical ideas surface from incremental improvement of existing products. The iPod cannot be considered a disruptive invention – the iPod only succeeded because of an excellent infrastructure, a broad product line, continuous development and gradual innovation.

It’s a great point, we think. Everyone talks about disruptive innovation and often focuses of the genius factor that creates that one, revolutionary design. But innovation is just as much about line extension. As Jørgen Knudstorp said yesterday: Innovation is also about continuity.

A brilliant case from Guntling is the 3M product line. For decades 3M has built upon the concept from the original Post It sticker and through line extension / evolutionary innovation created tape that is strong enough to glue together jet engines, photo printer Post Its, etc. Line extension, sure – but also brilliant and disruptive ideas.

One of the best presentations so far.