Innovation is a process for creating new experiences that people find valuable – valuable enough that they choose to adopt (begin using) the product or service that provides the experience.


To adopt something means to accept it, embrace it, or to start using it to affect your world – whether or not you have to buy it. People adopt products, services, and even ideas.


As Michael Schrage, Co-Director, MIT Media Lab’s E-Markets Initiative and author of Serious Play has said

• Nothing happens until something gets bought (adopted)
• ‘Innovation' isn't what innovators do... It's what customers and clients adopt
• It is customers and clients – not innovators – who determine how great ideas become successful innovations

The implication of this is that the term ‘innovator’ cannot be self assigned. It must be earned from the people who adopt your new thing. It is not possible to call yourself an innvator, others must give you that title.