AbsolutelyNew Blog

Invention lessons from Apple’s new products

Did you see the new line of goodies Apple recently unveiled? Let's just say they’re super cool—so much so that we’re thinking we absolutely, positively need to replace our current ones even though they’re still working well for us.

And by far the coolest of all: the new iPod nano line, which Steve Jobs and his gang have now outfitted with built-in video capability (camera, mic and speaker), FM radio you can pause in Tivo-like fashion, a pedometer, and the ability to send everything effortlessly to your computer.

Super cool, eh? Apple also updated its iPod shuffles, iPod touches, iTunes, and more. And in this there are lessons for every one of us: 

1. Never settle. The Apple folks keep innovating at break-neck speed because they’re determined to stay ahead of competitors big & small. This is a good for all of us to remember each time we’re successful, so we don’t rest on our laurels. It’s also important to note because we all need to try harder if we’re going to unseat the Goliaths—I mean Apples—of the world.

2. Value matters. The new nanos retail for $149-$179 depending on the memory. The new shuffles: $59-$79. Sure, Apple’s making money, but it’s also very consciously pricing the hardware so that it can keep growing its market-share… and keep creating a bigger population of Apple users who will also potentially buy music from its iTunes platform. As you design or update your invention, be sure to keep value in mind too. And remember, it sometimes pays very handsomely to price lower if you can sell a whole lot more units.

3. Create excitement. These Apple products get us pretty excited. But we should also note that they’re not exactly revolutionary—there are already handheld video devices, and other MP3 players that also play radio, for example. But Apple’s exceptional at boiling everything down into simple, sexy features & benefits that are incredibly easy to use, and they hyping them like no other. When it’s time to get the word out on your invention, remember that simple & sexy sells… and we’re not talking about cloaking your device in a salacious bikini.

RIP King of Patents

We’re going to miss you, Jacko.

In honor of Michael Jackson, aka: the “King of Pop,” we wanted to highlight the artist’s inventive side: Jackson is the primary inventor named on U.S. patent 5,255,452, granted in October 1993, for a “Method and means for creating anti-gravity illusion.”

It’s true. Moonwalking thru the 80’s was one thing... but Jackson wanted to further defy gravity in the 90’s. This time around, he needed a back-up device to support him and his back-up dancers. And when the Gloved One found no such device to enable the moves he envisioned, he invented one of his own. The specifics:

• Jackson wanted to include leaning far forward—far more than is humanly possible—into his dance routine.

• The artist explored various waist cable support options but reportedly dismissed them because they didn’t work well for him during concerts.

• Thus he created (or, more likely, imagined for others to subsequently build) a shoe-based system that allows a dancer to engage (and disengage) supports in the stage… and pull off some moves that were just plain awesome.

You can click here to see Jackson’s patent. RIP King of Patents.

Invention Lessons from Guns N' Roses

You hear the buzz about Guns N’ Roses’ new hard rock album, Chinese Democracy?  The much anticipated and repeatedly delayed album has been in the making since just after the band put out its last original... in 1991. GNR fans are rejoicing about the new music that critics have described as everything from “audacious” to a wreck greater than the Titanic.

Why should you care?  There are three salient points for inventors:

1. Don’t wait 14 years to bring your invention to market.  The world changes far too fast. This album will likely sell big... but nowhere near as big as it would have had the band released the album when it was at its prime—not even 14 years of speculation will make up for an audience that’s largely moved on.  And let’s not forget, copyrights on music are a lot more long-lasting than patents on inventions, with the latter good only 14-20 years depending on the type of patent.

2. The only store carrying Chinese Democracy is Best Buy.  In fact, it’s the only bricks & mortar store granted rights to sell it.  So while GNR may not have been smart enough to release this album when it was in the best position to capitalize, its members were smart enough to realize that the future is all about special relationships with individual retailers... and iTunes... and they crafted the distribution strategy accordingly.  You too should think about distribution strategy—or get help from someone who will—as you develop your final launch plans.

3. Who’s the biggest winner in the launch of Chinese Democracy?  Dr. Pepper!  Yes, the soft drink maker many months ago—at a time when the album release was still far from certain—said it would give everyone in the U.S. a free soda if GNR actually released the album in 2008.  So sure enough, Dr. Pepper made as many if not more headlines than the band, and got such high volume to its website that its servers crashed.  I wouldn’t recommend you try to follow exactly in the Dr.’s footsteps, but also don’t be shy about looking for creative, opportunistic ways to market your invention.