Innovation is meeting market need, or unmet needs. A pre-requisite is being in tune with it.
While passing through Memphis, TN, with Our Blue World, we stumbled upon the most amazing Edge Motor Museum, Inc.
The entire social, political and economic history of America, is seen here through the lens of automobiles; oldsmobiles, studebakers, pontiacs, thunderbirds, mustangs, cadiallacs and corvettes. From the Model T, to Tesla, it traces the zeitgeist of each decade, the boom of the 1950’s, the best economic decade America has ever known, to the oil crisis of the 1970’s that signalled a major shift and struggle to compete with more fuel efficient cars that were in tune with the zeitgeist. The vehicles have cultural and historic significance and are reflections of the eras in which they were designed, built, sold, and driven.
The water sector could learn a lot from the automotive sector when it comes to product innovation, visioning, risk-taking and being in tune with market.
The story that stood out the most to me, was the juxtaposition of two cars, both from the same era, both reflecting very different market realities. The German made, BMW Isetta, a model long lost to obscurity but somehow ahead of its time. And the Cadillac, El Dorado.
At this time, the German Post World War II economy was on its knees, and BMW had to innovate its way out of a crisis to survive. It did so by creating quirky bubble microcar, with a front-hinged door, which sold for $500 and did 50 mpg. Isetta became a symbol of post-war ingenuity and resilience.
By contrast, the price tag of the Cadillac El Dorado was closer to $5,000 and did 10 mpg. It was also in tune with the market, in an era of unprecedented economic growth, reflective of the optimism for the future.
Which era are in we in currently?
I would say the Isetta era. The world feels like a snow globe that has been shaken vigorously, the snowflakes are still swirling around and no one knows where they will settle, except likely in different places. Still, amidst chaos, opportunities abound. Ryanair buys planes during recessions and chocolate sales increase.
This is one reason why about 12 months ago, BlueTech launched an internal product innovation called Project Isetta. The vision is to bring new products to market that like Isetta, are nimble, right-sized, fit-for-purpose focused on immediate areas of opportunity and rapidly evolving technology areas.
– BiPolar Membranes,
– HTC,
– Foam Fractionation,
– Ceramics and
– UV LEDs are hot.
The fastest growth market areas include – Industrial Water Reuse, Brine Recovery and ZLD, PFAS, Data Centres and Sludge treatment.
Reach out to Lily Chen for more details on Project Isetta.
