I’m not calling this a definitive list of the best and worst ideas of an entire decade. But it’s my list. And as Chief Idea Officer at Barkley, I’ve got to pay attention to all ideas – good and bad. So I set out to find the ones that I think will have the greatest impact on the future. So here it is. Enjoy. Reflect. And mostly, be inspired to keep thinking, dreaming and creating.
What were the best ideas of the last few years? The truth is that it’s impossible to arrive at a definitive list. Every year, thousands of exciting new ideas are introduced. I’m bound to miss some great ones. Still, as Chief Idea Officer at Barkley, I’m going to give it a shot, albeit a highly subjective shot. At Barkley, we don’t have a corner on ideas, so we need to know what’s out there. Maybe we can apply some of these ideas to our clients or to our business. Maybe next year we’ll make someone else’s list.
Before I share my list, I want to give some qualifiers. First, if the idea was political in nature, I threw it out. Second, I wanted to make sure not to confuse a trend with a fad. (Only time will tell.) Third, I didn’t want to limit the list to technological breakthroughs, even though I found that to be extremely difficult. And finally, the ones that made the cut were the ones that I believe will have the biggest impact on the future.
Best ideas of the last few years:
The iPhone - everything you need in the palm of your hand. The iPhone does everything but make toast. It’s an astonishing device. The iPhone is not only making our lives easier, it’s shaping our decisions. If you want to see true abject horror, look at the face of someone who has just lost his or her iPhone. Over time, the devices will get smaller, yet do more things. This is truly the biggest idea I’ve seen in years.
Grass-fed beef. This is less of an idea and more of a trend. Going beyond what we eat to understand the origin of what we eat. I believe Americans are going to be more informed of their choices in the future and its impact on their bodies and the environment.
Men’s grooming products. Guys are evolving. A shower and shave won’t cut it anymore. Guys need more than a comb and a razor. Guys want to look and smell better. And their significant others want that, too. Would men’s skin products have gone over 20 years ago? I doubt it. Timing, as they say, is everything.
"Avatar". 3-D technology is not new, but it has never been put on greater display than in James Cameron’s visually stunning movie, “Avatar.” Entertainment is changing. People want movies that are more like being there. Even TVs are coming out with 3-D technology. Entertainment will continue to evolve to be a richer experience.
Facebook/Twitter/Blogs. OK, social media has been around awhile. But it has really gained huge popularity in the last 12 months. Now you can connect with people all over the world who share similar interests. The world is becoming smaller. Brands will find out where they fit into this new landscape, or they will be left behind.
Three ounce travel-sized toiletries. It’s been said that necessity is the mother of invention. Well, anyone who travels really needs 3 ounce toiletries. I, for one, grew tired of squeezing my toothpaste into a plastic bag, only for it to become a sticky mess at my final destination. If you ask what people need, you will come up with ideas that people will buy.
Texas Stadium. Going to Texas Stadium in Arlington is no longer just about going to see the Dallas Cowboys play football. It’s about going to Texas Stadium. This is one of the biggest shifts in sports: to rely less on the team to sell tickets. It’s not just the product, it’s the package.
Nike Plus. Apple and Nike, two major brands, have come together to create something useful for runners. Now you can track how you are doing, customize a program and connect with other runners. I believe the smart brands will try to find their soul mates to create something new and useful for their customers.
Vitamin water. Just adding vitamins to bottled water has turned a simple idea into a multimillion-dollar industry.
Worst idea of 2009:
The Academy Awards. Starting in 2010, the Academy will be nominating 10 movies for Best Picture instead of just five. Is it ever a good idea to water down a standard? Is it ever a good idea to reward mediocrity? Is it ever a good idea to settle for less? I don’t think so. I hope we don’t ask so little of ourselves that we abate our drive and passion to achieve excellence.
I’m thrilled to be in an idea business. As I look back at the commonality of the Best Ideas, they all improve our lives. The best ones are simple, they fulfill a need and the timing just happened to be right. What is most revealing and encouraging is that the best ideas are right in front of us. Look hard enough and you’ll find them.
