While closely related, invention and innovation are distinct concepts. Invention is a technology driven breakthrough, bringing something new to the world, that acts like a doorway for innovation to occur. Innovation is an iterative process of improvement that either sustains or disrupts a consumer market.
A great example of this distinction is the invention of flight allowing for the innovation of air transport into a major industry. The Wright brothers are largely credited with inventing the airplane, but what they really invented was a steering device, which allowed them to make the first “controlled, powered and sustained, heavier-than-air human flight.”
Among the early innovators of air transport were Donald Douglas, who created the DC-3, a robust aircraft capable of carrying things and people, and Henry Ford who was instrumental in the development of paved runways, passenger terminals, hangars, and radio navigation. Without these innovations, airplanes were an interesting novelty, but they didn’t fulfill a real customer need (like traveling or shipping packages over long distances).
Simply put: Invention is driven by technology and innovation is driven by consumer need.
At Hulu we are focused on the consumer experience of video entertainment, and innovation is one of our primary goals as a business. What drives our forward progress is an obsession over our customer’s needs, and a commitment to delivering better and better services to meet their demands.
Innovation in digital media requires deep expertise in software and communications technologies, and along the way Hulu has been awarded many patents for inventions that push the consumer experience to even higher levels. But we didn’t invent most of the technology we use, or create most of the content viewed on the service; rather we are assembling existing components in new ways that are transforming the media business for users, advertisers, and content owners.
Is that innovation or invention?
Many popular web-based services are breaking ground in the way people communicate, connect, and work with each other. Sometimes it’s hard to tell if these things are novel inventions or early stages of innovation that will shift markets or generate new ones.
I wonder if Facebook, Twitter, and LinkedIn are inventions or innovations. They are all valued with great potential to disrupt and transform, but to me they appear more like inventions in their current forms. They are very cool, novel ways to interact, but that is by definition, invention. What consumer markets have they created or disrupted?
I think it’s going to be very exciting to walk through the doorways they have created and see what innovation on the other side will produce!