For background material to this article, we encourage you to first read “Viewpoint: The ‘invention illusion’ means new rarely is new” published last week on BBC News.This week we’ll be presenting a model for identifying and reporting on inventions, innovations and the like. What makes something new, or can anything really be considered new at all?Maybe any talk of inventions is mere fancy. Is it really truthful to say that anything today is really an invention? Maybe it is just a modification or update on a previous version? But as we will explain, it all has to do with a company’s willingness to benefit people in some new way. The innovation is in the new ways that this “old” invention can now benefit people.
Of foremost importance is to be truthful, especially in advertising. If this product doesn’t do what the marketers claim, then this is wrong. But if it does, then all the more so, the benefits should me made known to the world. But we need to keep things in the proper context, and not presume that these are new inventions exist without some history to them.There is a question on what to do with those marketers who don’t want to admit the past? The best marketers are those that first make an admission (e.g. that this new product is just an updated version), but then proceed to details the reasons why it is still important to buy it. They are not pretending that this smart phone or tablet didn’t exist before in another form. The distinction is with regard to the anatomy of the upgrade, and how these new features can better peoples’ lives. We need then a revolution of good, truthful marketers. While every marketer says they have something to say, the public increasingly only wants to listen to the truthful ones.