Innovation

In the times we are living, where technology takes center stage, a series of new behaviors emerge — one of them is standardization.

How does that affect innovation?

Suddenly, there are millions of people telling you the same thing in a million different ways…

The massification of technology comes with a flood of templates, standardized pre-established procedures, franchises, and so on.

The replicability that digital technology allows today leads to everyone using “do-it-yourself” packages — which often end up being replicas themselves.

What a risk it is to try to be innovative in a world that is slowly reaching a point of homogenized content.

The same golden advice is given to everyone:
“Build a personal brand.”
Now, everyone is taking a picture of themselves, Photoshopping it, pasting it into a square of a predefined color, using big Arial font to deliver a message.

The same A.I. voice, reading the same “innovative script” generated by ChatGPT — the same answer, given to a million users who all end up creating the same “original” video about their product.

Ironically, as soon as people perceive this homogenization of content, they start looking for new ways to break free from it.
Innovative people come back from exile to shine again…
…just until technology finds a way to standardize them too.

So anyone can take your art — and everything you risked to make it — and wear it like a mask, saying:
“I’m this.”

These are truly risky times to be innovative.
Definitely not for everyone.

But then again,
glory has never been for everyone.