Apparently Innovative Products Means Creative Storytelling
It might be just one of those things when it comes to beauty and the ability to convey this with a story in the light of the investment necessary for real engineering dominance but in the case of “innovation” it’s creative storytelling that seems to trump it all.
In Product Creativity Assessment Of Innovations Considering The Creative Process the 4 basics of product capabilities are compared to each other: Engineering – technical advancement; Design – aesthetic appeal; Marketing & Storytelling – creativity level; and Finance – purchaseability are compared to each other. What becomes surprising is that somehow, storytelling and the ability to connect to ( but not specified ) different storytelling groups, Trumps the other more specific and measurable factors. Simply, art is what impacts ROI more than any other factor give a equalized product capability. With cases where there is a superior capability in the other 4 areas, when combined with storytelling there is even higher a jump in product desire. Art it seems trumps design again.