Innovation hasn’t killed imagination – we just need to learn how to connect the two
In this age of innovation obsession, is there still room for imagination? M&C Saatchi’s Justin Graham poses the question.
We are all obsessed with innovation. It’s what brands desire, what D&AD awards celebrate and is a bridge of hope for agency folk to talk to the C-suite. But in our quest to innovate, innovate, innovate, where does that leave imagination? Has innovation put it to sleep once and for all?
To figure this out, we need to unpack innovation and imagination and decide whether they are actually in opposition with each other. An obvious argument is that innovation and imagination are not binary. They are not competing forces.
Actually, I propose that with every great innovation, a new world of possibilities open up. In fact, innovation only fuels imagination.
I admire your innovation in the spelling of George Beauchamp’s name.
Part of the reason for Beauchamp’s relative obscurity is that he joined up with Paul Barth and Adolf Rickenbacker to manufacture their first guitar (1934) which was called the Rickenbacker A22 (and an A25) aka “the frying pan”.
Beauchamp did end up with the patent in 1937 … worth squillions I would imagine … while Rickenbacker got the fame. Meanwhile Barth continued working for Rickenbacker and designed the ‘Capri’ (think John Lennon’s Rickenbacker) but left in the late ’50s to set up his own business then ended up working for Magnatone.
And again Beauchamp didn’t get the respect he deserved. Thanks for pointing it out @JG2
An admirable effort. Writing a lot of words and saying absolutely nothing of value.
Sounds like you’re not innovative enough to imagine a partnership between innovation and imagination.
Imagination, Innovation… get it?
My sentiments exactly.