Simplicity is the new innovation

We are living and working in an exciting world of rapid productization. With a world clock of compressed time zones, innovative new products are launched to the public as fast as it takes to open a browser. Never before have we been able to be a part of future evolution like we are today. We are the guinea pigs of technology’s bipolar characteristics in that we are constantly playing catch up to the next 2.0, 3.0, 4.0+ upgrades. We are all a part of a science project in a test tube known as the target audience.

Concurrently big Data consumption and creation is driving a frenzied market of technology platforms, products and solutions. In result we have more and more messages and platforms to socialize, work, get jobs, and simply just communicate. The total mobile apps for the month of Feb. in the US App store alone was 486,390. So what is the current paradox? People want more with less.

Ironically with all of this technology power we see the need for simplicity. With all this comes techplexity. (yes, a made up buzzword for lack of better term to describe the overwhelming technical choices of gadgetry filled with features and content that we have to digest). In many cases the features and functions might even fight each other for our attention and we become overwhelmed. As we realize this we are all seeking ways to make our lives and businesses more productive and better. So as technologies and solutions are being built around simplicity, you can imagine how it affects career website experiences.

One login. One profile. Instead of long forms to sign up, people log in with their LinkedIn profile. And with mobile apply, the LinkedIn profile becomes the mobile resume. Companies that have an e-commerce or a customer service member login are creating ways for the single sign on to help personalize not only the products and services they sell to people, but career content that the customer may be interested in.

Conversely, we see a trend of how people carry different profiles tailored to fit different types of agendas they are networking with. Their Facebook profile is associated more towards a person’s lifestyle of friends and family type content where as their LinkedIn profile associates more professional career and business related content to. Even though there is a business side to FB, the dominant use is pure socializing with friends and family. It’s all about the context of the content that determines the most relevant profile to log in with.

Shared experiences and workflow are becoming the standard in how people are consuming and creating content. It goes beyond pure social activity and is woven into the fabric of our business practices and connectivity as an efficient way to do more with less. Connection to shared content whether it be friends, interests, hobbies, skills and jobs ignites social activity. It helps drive growth and empowerment. It brings together diverse ideas and people together, and in result contributes to innovative cultures.

Now developing a culture of innovation is challenging but the rewards are rich in that it gives companies a competitive edge to overcome market challenges and even shape the market with their own vision.

In an innovative culture, innovation in and of itself is a mindset. So the tools are the means but the mind set is a set of habits and behaviors that fosters an innovative culture. Innovation is seen as:

• A Competency

A well-defined set of innovation competencies and habits that are embedded into every employee’s competency model

• A Competitive weapon

Deploying innovation methods within all planning and strategy initiatives to differentiate

• Institutionalized within the business practice

Innovation guidelines and benchmarks that define what innovation looks like

On the horizon

Employee Life-connect packages

With simplification comes more integrated personalization features which can deliver relevant timely content. So LBS is just a part of an integrated technology package that is synched up to “life connect packages” which links up content and interactions that drive people’s work, appliances, home security, healthcare, travel, entertainment etc. To call out some specifics in these “life connect packages” you have:

– On-the-go networks streams where people and businesses are on 24/7 no matter where they are in real time. Content travels continuously and seamlessly with them as they move from platform to platform, device to device. Even in the middle of a game or a file.

– TV, Cable, and web content are not only accessed anywhere on any device, but they are interactive in that consumers can participate with the brands, including the tv shows.

– The rapid adaptation of cloud computing changes the game of software and application development as well as enterprise wide employee user flows. Self service application development for organizations have gone far beyond CMS platforms and blogging platforms giving way to more agile smaller companies to quickly launch niche based web applications. Need to build an app? Just go to the web and build it. No programming knowledge needed.

– Mobile game development becomes easier for companies to deliver branded content without the large investment of game development with sponsorship programs. (At the moment when the audience wins, companies can serve up sponsored banners, mobile coupons etc. to reward the person at that moment)

– Gamification platforms are opening up more opportunities for companies to connect high value fun branded content to incentive programs that engage people deeper into their brands.

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Russell Miyaki
Written by Russell Miyaki

Russell Miyaki is Sr. Vice President Global Creative Director for TMP Worldwide and leads innovation initiatives for our clients and development teams while overseeing the development and creation of all interactive media. He is involved with ensuring that the highest of standards and best practices of interactive development are applied to all interactive projects. At the same time he is constantly focused on exploring new navigational schemes and information design that involves audiences deeper into the context of the message. His experience and knowledge of interactive media and human factors allows him to bring a strong balance of sound usability and intuitive exploration to each solution. Russell is one of TMP’s visionaries. He is the leader of a company think tank known as TMP Labs which is comprised of TMP visionaries tasked to stay in the forefront of innovative new media solutions and trend indicators in talent acquisition. Russell has over 20 years of experience in advertising and design working for agencies such as FCB, Landor and as Creative Director for The Sharper Image.

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