New Product Development

Big Brother at Alton Towers

Mainwalking

So, it seems that I'm only 2 years late to the news that the British theme park Alton Towers has introduced RFID technology in wrist bands to physically track and video their customers using CCTV as they move around the park.

The technology is primarily intended to offer a service which creates a custom video of "Your Day at Alton Towers". Guests wear bracelets fitted with RFID tags that trigger surveillance cameras throughout the park. The video footage is then spliced together automatically with stock "B roll" footage from the park to produce a custom DVD for each customer with a run time of up to 30 minutes.

The surveillance cameras are also used for "safety and crime prevention".

Guests opt-in to wear the tags but the privacy implications for other guests who will feature as "extras" in other people's DVDs are worth reflecting upon. The Alton Towers privacy policy states the following:

Please note that personal data in the form of images of visitors to the Park is collected via the operation of closed circuit television ('CCTV'), ride photography and video cameras all of which are located throughout the Park. Your image will be recorded and processed for the purpose of producing photographic images and video recordings.

Data from video cameras is collected by the wearing by visitors to the Park of a radio frequency identification (RFID) wristband. Please note your image may be captured passively through other visitors to the Park who may be wearing an RFID wristband.

I'm torn. Is this an relevant, exciting and clever use of a new technology which offers a genuine benefit to guests or a gross invasion of privacy?

P.S. Did you realise that it now costs nearly £100 a head to get in to Alton Towers?

Via RD's Delicious links.

The role of boredom in creativity and innovation

Bored

This is a great post from Regine at We Make Money Not Art which documents and explores the idea of 'Strategic Boredom'.

Following from Kierkegaard, Molly Wright Steenson sees boredom as an inspirational and provocative state of mind that demands a response and spurs creativity. In her talk she reports on the historic role of boredom in bringing about innovative thinking.

HiPPOs kill ideas

Hippo

An acronym you may not have come across which was used recently in a presentation by Jonathan Rosenberg, SVP product management and marketing at Google ...

Avoid HiPPOs: A hippo kills more people than any other animal. In business, hippos kill more products & ideas than anyone, A hippo is the highest paid person’s opinion. Hippos say “I think…”

Via David Knox (a blogging P&G Brand Manager!)

Apple: "We don't do market research"

Apple

Unsurprisingly it appears that Steve Jobs is not an advocate of new product development research. This quote comes from an interview with Apple's 'benevolent dictator' from Fortune earlier this month:

"We do no market research. We don't hire consultants. The only consultants I've ever hired in my 10 years is one firm to analyze Gateway's retail strategy so I would not make some of the same mistakes they made [when launching Apple's retail stores]. But we never hire consultants, per se. We just want to make great products."

However, whilst Jobs clearly likes to give the impression he is flying by the seat of his pants you can be sure that his judgements are founded on some pretty solid knowledge, albeit not the necessarily knowledge that can be bought from a research company. His approach should not be confused with decision-making based solely on intuition, impulse or gut-feel.

Let's not forget how Stephen Colbert addressed George W. Bush after all:

"We're not so different, he and I. We get it. We're not brainiacs on the nerd patrol. We're not members of the factinista. We go straight from the gut, right sir? That's where the truth lies, right down here in the gut."

Image: my photo of the omnipresent Apple ads in San Francisco in 2006

Michael Pollan's "radical common sense" on food

MichaelpollanMichael Pollan, the man who so eloquently outlined the problems of nutritionism in his last book The Omnivore's Dilemma, is currently in London promoting his new bestseller In Defence of Food.

He appeared on the Radio 4 Food Programme yesterday. For those who fancy a listen, the programme is available on the wonderful iPlayer for those in the UK.

On the programme, Radio 4's Sheila Dillon summarised the primary contention of Pollan's new book as follows:

"We used to know how to eat well but now that knowledge, passed down through the generations, has been lost in a welter of confusion and complexity created by nutritional scientists, the food industry and journalists. Pollan rejects the quasi-religious idea of a diet based on nutrients: fats, vitamins, salts, sugars which puts the emphasis on the constituents of foods rather than the foods themselves."

Pollan's critique of the dominant food ideology of nutritionism rests understanding the four main principles of nutritionism itself:

  1. Nutritionists uphold that the nutrient is the most important unit in understanding food - that food is essentially the sum of its nutrient parts - nutrients are those chemicals that we have determined to be active and important to our health
  2. Since those nutrients are invisible, only experts (scientists) can see and experience nutrients using microscopes and for that reason nutrients require an 'expert class' to tell you what to eat - you can't navigate nutrients on your own you need scientists to tell you what to eat and government guidelines -- "you need a priesthood in effect to help you through this unseen mystery of the nutrients".
  3. Like many ideologies nutrititionism divides the world into good and evil, in the case of nutrients there is always one satanic nutrient we are trying to drive from the food system -- once it was saturated fat, now it is transfats, and who knows what will be next. On the other side - to have good to go with your evil - there is the myth of the blessed nutrient, which as long as you get enough of it will help you to live forever. That's currently Omega 3 fatty acid but for a long time it was fibre. These roles of good and evil are consistently there but we constantly change which chemicals are good and bad for us.
  4. Nutritionists believe that the value of eating is health - in their eyes food is either medicine or poison. However, it is important to acknowledge that we have eaten for many other reasons historically -- for a sense of community, to express our identity and also for pleasure -- and therefore that food is culturally experienced.

Pollan, who reminds us that he is a journalist rather than a scientist, notes that it is this cultural experience that has changed the most as the result of nutritionism:

"People made good decisions about diet and took care of their health long before the government or nutrition science. Back then we had cultural wisdom -- people passing knowledge on from generation to generation."

To quote a passage from his book that takes this point further:

"For most of human history, we have navigated the question of what to eat without expert advice. To guide us we had, instead, culture, which - at least when it comes to food - is really just a fancy word for your mother. What to eat, how much of it to eat, what order in which to eat it, with what and when and with whom was a set of questions long settled and passed down from parents to children without a lot of controversy or fuss.

But over the past several decades, mum lost much of her authority over the dinner menu, ceding it to scientists and food marketers and, to a lesser extent, the government, with its ever-shifting dietary guidelines and food-labelling rules. Think about it: most of us no longer eat what our mothers ate as children or, for that matter, what our mothers fed us as children."

In the Radio 4 interview, Sheila Dillon then did what only the BBC can and pulled out a fantastic archive interview with Danish sociologist Soren Askagaard from a conference on functional foods from 11 years ago who said:

"We have been using a scientific approach to diet and nutrition and food for a long time but in spite of its obvious relevance, this approach totally neglects culture and much of what has happened to our food and our food intake is due to cultural factors. We must seek cultural solutions to cultural problems. Our everyday food intake is not a scientific problem, it's a cultural problem."

Pollan praised the UK Schools Secretary Ed Ball's recent initiative to encourage kids to cook in schools as one way of providing a cultural answer and "reacquainting people with the raw ingredients of food".

Michael Pollen is, of course, famed for his somewhat prosaic "radical common sense" approach to simply going back to eating real food, noting that the problem these days is distinguishing real food from all the "edible-food-like-substances" that have crept into the supermarket whilst also ensuring that we respect the cultural norms that surround food as much as the food itself. He also suggests that we:

  • don't eat too much
  • stick mostly to plants
  • don’t eat anything your great-great-grandmother wouldn’t recognize as food
  • eat things from the outside of the supermarket not the middle
  • don't eat anything that flouts its health claims
  • don't buy anything that has more than 5 ingredients
  • don't eat anywhere except at a table (and no, a desk is not a table)
  • eat slowly, don't wolf your food -- your body takes 20 minutes to tell your brain that you are full

Some further reading:

  1. I discussed his last book and quoted one of his articles here.
  2. All of Michael's articles for the New York Times and others are available from his site here.
  3. Pollan references this article [PDF] called "Sorry Marge" by the Australian food sociologist Dr. Gyorgy Scrinis which contains the first use of the term nutritionism and outlines the classic case of the decision made by nutritionists which led to us to eating less butter and more margarine in the name of health.
  4. Here are some links to the reviews of Pollan's new book by The Sunday Times, The Sunday Telegraph, The Guardian and The Daily Mail
  5. The Guardian has gone on to serialise two extracts from the book here and here

Ballpoint cutlery

Ever needed a knife or spoon on the move? What you need is pen-top cutlery

Cutlery_pen_caps

"Turn your favourite office tool from your desk in a common cutlery...this is din-ink. A set of pen caps, including a fork-cap, a knife-cap and a spoon-cap, that replaces the normal pen cap during lunch time! All caps are made by annually renewable resources, like natural starch and fibres, to be 100% biodegradable and atoxic, warranting the best alimentary use. Dispensing each set in a compostable packaging the whole set is designed to respect the environment. Now give your office ballpoint pen a good excuse to be gnawed by your teeth: use them for din-ink."

Seth on the future of the ad agency

An interesting comment from Seth Godin on the future of the ad agency:

“What ad agencies ought to do, in my opinion, is not focus on selling ads anymore. And instead, focus on getting in deeper within the clients, and help the clients make products that people want to talk about."

"The problem is that ad agencies have defined themselves as the people who take the mediocre products and add interesting ads to them, and washed their hands and say, we can’t do anything about what the factory brings us. And my answer is, of course you can, and the clients actually want you to, you’re just not working hard enough to get that piece of business.”

Coincidentally, I was having a conversation yesterday with an ex planner/researcher who is now a recruitment consultant. He believes that the future for planners lies with innovation consultancies like IDEO ... they of course spend their time helping clients make products that people want to talk about.

Zag: Good versus Different?

032142677001_ss500_sclzzzzzzz_v35892355_ Business Week has a nice interview with Marty Neumeier who talks about his excellent new book Zag.

I picked it up a week or two ago. Whilst the book doesn't contain that many bleeding edge ideas, Zag succeeds in challenging you to rethink the way you go about differentiating brands. Neumeier's main strength is his ability to communicate complex ideas provocatively without resorting to jargon or needless waffle. You will find most of the same ideas in Disruption and Big Moo but don't let that stop you reading this.

As BW points out, "one of the most thought-provoking elements in the book is a Good Versus Different graph, in which you plot products into four quadrants based on their performance along the two axes of good (high quality, workmanship, aesthetics, etc.) and different (surprising, fresh, offbeat, etc.)."

"The surprise is that products in the Not Good and Not Different quadrant, obviously a bad place to be, tend to test well in market research, while products in the best quadrant of Good and Different tend to test poorly."

If your product is advertising you will no doubt recognise the truth in this statement.

I'm always a sucker for a 2x2 matrix (I'm one of the sad people who bought and read this book) so I'm bound to start using this. It will be particularly useful for encouraging clients to be braver and bolder methinks.

I also like the simplicity (if not the grammar) of his test for "onliness"...

Can you complete this sentence? Our brand is the only _______ that ________ in a way that makes you unique and compelling.

Carphone Warehouse links up with fabric designer Cath Kidston

Cath_kidston_nokiaThe Guardian reports that designer Cath Kidston is to design an exclusive range of Nokia handsets for UK retailer Carphone Warehouse this Christmas.

The designer has already created a tent for Millets and a radio for Roberts, and Mr Dunstone hopes her popularity will pay off for his stores with this week's launch.

"Whatever she does just sells out, so we felt that a mobile phone is the obvious next thing to do," he said. "The reactions that we have had from people that we have shown it to and even from the glossy magazines has been absolutely fantastic."

The Carphone Warehouse product page for the Kidston phones is here. They are featuring three classic Kidston prints on the body of the Nokia 6230i candy bar and 6111 slider.

Take a look at this Shiny Shiny interview with Cath Kidston herself about her work on the 'phones:

Nokia's New Aeon Design Concept

Aeonconcept_large_1

This is a concept phone from Nokia called the Aeon (via Ubergizmo). Very Sci-Fi. Luckily, unlike car manufacturers you can usually rely on mobile phone manufacturers to deliver the goods once they have raised our expectations like this.

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