Independent thinkers and creatives always seem to be going against the current. Great new ideas can be hard to come by, but having the courage to implement those ideas or knowing when not to implement them is even harder. Creativity is the lifeblood of innovation and innovation is the lifeblood to longevity of a business.  I don’t mean to suggest that the only successful companies are on the cutting edge of innovation; sometimes innovation is accomplished in very subtle ways.

Heinz ketchup, for instance, has been the same since 1869, and just recently dared to change their label with the bold move of taking the pickle off and putting a tomato in its place.  They did take a questionable turn at a fork in the road when, back in 2000, they added green, purple and blue ketchup to their lineup. Although it was reported that it initially gave a boost to sales, as it turned out, consumers apparently decided that ketchup should be red. Heinz figured out that they had something good as it was: tasty, reliable, recognizable, and yes, red.  Aside from dropping the pickle and adding squeeze bottles, the branding and the product has virtually remained the same, undeniably Heinz Ketchup. In a strange and ironic way, Heinz is innovative in their lack of innovation.  They have decided to innovate by not changing.

Innovation can’t happen without a few brave souls who have natural intuition, vision, creativity and courage to do things that haven’t been proven first, nor can it happen without those traditionalists on the other end of the spectrum who are strong enough in their convictions to stand up to those who are screaming “change” when they know that it’s not a good thing for their brand.

Obviously, some industries require constant innovation to remain competitive and some don’t, but whether you are a machete wielding creative maverick, always cutting new paths through uncharted territory, or a tried and true purist with a deep knowledge and belief in maintaining a strong legacy through consistency, or someone who falls somewhere in the middle of the spectrum, just make sure that you always remain true to your your brand. Ego and inflexibility can be equally dangerous to progress. Innovate by creation or by staying the same, because both schools have their place. It’s just all in the knowing.