Innovation Blog

Innovative Ideas Start with a Mantra

By Shlomo Maital

Oct. 17/2009

 

   In Indian religions, a mantra is a sound, syllable, word, or group of words that are considered capable of “creating transformation”.

   According to Wikipedia:

    The Sanskrit word mantra- (m. मन्त्रः, also n. मन्त्रं) consists of the root man- “to think” (also in manas “mind”) and the suffix -tra meaning, tool, hence a literal translation would be “instrument of thought”.

 

  Generally, innovators create new products and services,  then  at a much later stage, hire creative people to market them.  Creative departments in advertising agencies seek powerful mantras that change, or even transform,  people’s perceptions of the product.   Great businesses can emerge from powerful mantras.  Mantras can help communicate a powerful vision not only to clients, but also to managers and workers; they can align behavior with strategy.

     · “Just do it!”.  Not only has Nike built its business around this mantra,  many people claim it has changed their lives by self-empowerment.   I am one of them.

    ·  I © NY.  This mantra, marketing New York City, appears everywhere.  It is a powerful example of how a complex message can be compressed into almost zero space, with instant comprehension. 

    ·  Think Different.   Differentiation is a key element of successful innovation.  Apple’s products are different.   Their mantra communicates this powerfully, and everyone in the Apple organization seeks to apply it, including industrial designers (Apple products look different – they have to, if they looked the same, this would be inconsistent with the mantra).

 

  “Everything we do and the way we do it, everything we say and the way we say it, sends a message”, says Nicolas Hayek, founding CEO of Swatch.      

    Sends WHAT message?  The mantra message.

   Start with an idea.  Build a mantra.  Then move forward.  The mantra, if it is powerful, will transform your clients and your workers.   The mantra will ensure that everyone, everywhere, ‘gets’ your product’s message.  It will ensure you you yourself understand the message your idea conveys, the perception you wish to create and the need or want you seek to satisfy.

    Mantras are indeed an ‘instrument of thought’.  They will help everyone in your organization think in a clear and focused manner on the product, what it does, how it looks, who uses it — and how it will transform the world. 

    Do you have a great mantra?  Can you create one?