Some of you may remember a blog I posted about a month ago that proposed that in order to help our abilty to keep on innovating we needed to (in brief):
– push multiculturalism (the expression of culture and cultural development by cultures across the globe)
– push multispectives (multiple perspectives)
My proposal mentioned that this was one way to create “new” markets, this was one way to discover/create “disruptive innovation” opportunities.
Chris Anderson, the editor of Wired Magazine, just published a book called the Long Tail: Selling More of Less. I heard his speech recently about the book.
The theory seems to have some overlaps with the multispectives innovation theory above. Anderson pushes for more attention to the super-niche (or what I call “Micro-niche”) markets. These markets, in my opinion are being proposed by multiculturalism developments (sub-culture, counter-culture, micro-culture, nano-cultures).
Currently companies that have noticed these micro-niches are: Netflix (notice the fringe movie titles they carry), and Sony Pictures (notice their wave of micro-documentaries), Lions Gate films (also documentaries), Even Moveon.org is putting out some interesting micro-niche documentaries.
– Daniel Montaño
Author of Innovation Strategies of the World’s Most Innovative Companies. Analyzes the innovation strategies of P&G, Apple, IDEO, eBay, GE, Gillette, IBM, Nokia, Philips, Samsung, Target, Toyota, IKEA, Virgin, and companies nominated by BusinessWeek Magazine as the “World’s Most Innovative Companies” in ©2006 Daniel Montano