Words carry Innovations on their shoulders

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Have you ever wondered why new technical innovations are hard to understand or explain? I have, a lot of times. Virtual Reality, Indoor Navigation, Blockchains. Add here.
Summary. I suggest people dealing with technical innovations use a lot of more time finding and redefining common words what their key stakeholders and opinion leaders use. It is not only about new product category, it must also be a new social category. This will lead to faster market penetration or faster fail at least.
We at Chainfrog.com are now using Customer Discovery methods (by Running Lean / Ash Maurya) and tested Lego Serios Play (https://www.lego.com/en-us/seriousplay) to build our vision and story. During this time I have started to think how we as blockchain startup could reshape the commonly used words around us. If we can explain ”Trust in Internet” or ”What Bookkeeping means today”, it is not about technical but deeper social meaning we can grasp.
Lets have an example. Trust.
Trust (by http://www.dictionary.com/browse/trust, https://www.merriam-webster.com/dictionary/trust)
1. reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence.
2. confident expectation of something; hope.
3. confidence in the certainty of future payment for property or goods received; credit:
to sell merchandise on trust.
1 assured reliance on the character, ability, strength, or truth of someone or something
2 dependence on something future or contingent : hope
3 a property interest held by one person for the benefit of another
4 care, custody the child committed to her trust
Trust is about hope, certainty, confidence, reliance and contingency. There could be new meanings and new ways of explaining things here?
Looking ”History of Trust”, just an example when googling: ”The Vikings’ Trust in the Written Word”: ”Some of the questions addressed are: Does writing as a medium engender trust irrespective of the contents of the written text? Was trust in writing dependent on trust in an authority? Was the written form of the text meant to confer trust on its contents? Did rituals take place that were meant to enhance the text’s trustworthiness? Can changes be observed in the strategies of engendering trust? Was trust considered food for reflection in written texts? What was considered to constitute a breach of trust?”
What could Trust really mean in digital identity era?
Taking the definitions and history, we can create some stories of trust and booking where blockchains can be seen as natural continuation of these and even can ”redefine” what trust or bookkeeping mean in the future.
When and How I would use ”Words carry Innovations method”?
When. I would use it when you are in first Learn cycles in Lean Startup (build-measure-learn). If too early, you do not have those go-out-of the building experiences that you know what kind of words key stakeholders use and struggle. If too late, you are already in love with your solution and have fixed your wordings and it is hard to redefine your words.
How. Build-measure-learn.
1. From your common experience and data, what are the key (common) words used
2. What are the different definitions used in dictionaries or other sources
3. How your team / solution can redefine those words to be able to communicate these words to key stakeholders
4. Test it, learn and innovate solutions based on what redefinitions work!
I hope my words have carried some meaning to you. It has been a back-winter in Finland in 1st of May celebrations. It is still the warm thoughts and passion which will carry us to the future!
Kimmo Rouhiainen
Business Dev in Chainfrog Oy
Owner at Kimmo Rouhiainen Consulting
”20 Years with Startups and still happily engaged”