When it comes to innovation, the key to success is not in cramming as much tech into a gadget as possible - although it's possible that's what the solution ends up looking like. Something we emphasize in our innovation workshops is never losing sight of the reason people love the innovation.
Take for example the Snapchat Spectacles. In a previous post, Why Snapchat's Spectacles Won't Fail Like Google Glass, I mentioned why I thought the Spectacles wouldn't end up being like Google Glass and that was simply because the Spectacles focused on being fun, or at least, letting its users have fun and being right there to capture it. It seems Snapchat perfectly captured the reason people would love their innovation and the way they market it follows that line of thought. The use of vending machines is quirky and unique, but perhaps the more critical part of their strategy is the placement of those machines - at locations where people would naturally have fun and are more likely to have an experience that they would want to share. Once people start making the association between fun and the Spectacles, Snapchat have achieved their goal.
Do your users have a reason to love your innovation? By keeping that reason in mind as you develop and market that innovation, your innovation is more likely to succeed.
The whole approach to Spectacles has been light and breezy, at least to all outward appearances, with the company treating the whole thing as a toy. Its Twitter account has been RT-ing insults and praise alike, and everything about the launch, the vending machine sales and its reception has kept up the good times vibe, with an IDGAF undertone that fits pretty perfectly with Snapchat’s brand identity.