Have you ever noticed that many innovations end up being used in ways never contemplated by the inventors? Unintended uses are the first step to finding a pivot that creates opportunities.
Some interesting examples include:
|Invention||Original Use||Actual Primary Use|
|Telephone||Broadcast audio content to consumers||1:1 communications|
|Radio||1:1 communication to consumers||Broadcast advertising-based content to consumers|
|TV||Replace movies||Followed the radio market with advertising|
|Cable||Improved picture quality||Premium-priced content|
|VCR||Record TV shows||Purchase/Rent movies|
A mistake many innovators make is to fall in love with the original application of their idea and be closed to other uses. One way to avoid this is to prototype your idea so your customer can experiment and find their own application for it.
Put these prototypes in front of your customers and observe (empathic design) how they use them. Don't lead. Don't correct them on how to use it “correctly”. Let them discover how your idea solves a problem they are having.
Try it and it will amaze you at what you will find out.
Question: What other inventions can you come up with that became successful when there were unintended uses?
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