Emotion and Innovation

Abstract

The word “innovation” is attracting wide attention these days. It is pointed out in this chapter that quality becomes increasingly difficult to be recognized with its improvement. Quality in its original meaning means segments. Therefore innovation and pursuit of quality concurs on the point unless new sectors are explored, customers do not feel their expectations are met and they will not be satisfied. In the old days, product lifecycle were much longer so people could make decisions whether to buy or not based upon their use experience or upon observations of foregoing customers. But today product lifecycles are getting shorter and shorter so people have to make decisions as soon as new products come up on the market. But such new products are not only experienced before, but also developed with new technologies they do not know. So people feel very much uneasy when they buy innovative products. How we can reduce their anxieties is very much important for our innovative products to be accepted by them. Therefore, true innovation is more emotional than technical. How we can make our innovation more emotional and acceptable is discussed with illustrative cases.