22 Mar 2018

Great minds dissapear

Author: Kripto | Filed under: Povesti subiective

The time of the great new minds might be over…
It’s not a random fact, but the conclusion of several year during which I have been active in Cardboard Display Design and New Marketing. And I don’t mean just creating new ideas, but also introducing older ideas to Companies that could make use of them but haven’t gotten around to take them into consideration.
Don’t get me wrong, there are going to be some very innovative ideas implemented in the future, but there are some changes that I’ve noticed lately (last 5-8 years). The idea is simple – only creative people with money (or from families with a rich background) can really make a difference. There are also some industrious people that might profit from them, but they are usually limited in power of change, the innovations being applied on very small scales or for the profit of others. It’s not a new happening, but, in these domains, the phenomenon has gotten worse by the year.
Why? Well, imagine this:
You have a great idea and want to implement it. First step would be to go promote it yourself. But, if you also have to work for a living on a just “acceptable” income, you don’t really have time. And, if you have time, you need the funds for Marketing, Copy Rights and the Initial Investment.
Why do you need to pay for Marketing?
Well… because most of the already powerful Companies on the market are almost immune to innovation and inject that state of mind to their clients.
Why pay for the Copy Rights?
First of all, you need to build the Mock-up. If your idea is not protected by Copy Right, companies can just steal it away. I have friends that managed to create some cool and innovative products, but their idea was quickly copied, slightly modified and rebranded, then sold for a hefty profit.
Why pay for the Initial Investment?
Companies that may be interested in your product or idea want to implement it as soon as possible, with the lowest cost and best quality. This means that you can’t afford to subcontract the production of said idea/item, unless you can afford zero profits in the initial stages (things that doesn’t bother people that don’t depend on that profit).
So, you need time and money. Those things are already present for those coming from rich background. All they need is a good idea.
The rest of us must either give up or try to sell our ideas for scarps and let others take the cherry.
I know some people that took great risks to be able to gather the money needed to implement their creative ideas, but you can’t do both at the same time – create and take a financial risk that may cost you your home, your food, your wellbeing. I am not saying that money isn’t the same for people that already have a big income or financial backing, but the percentages affect us differently. For example, an investment in an idea may cost me about 80-90% of my yearly income, while the same sum may only cover 2-5% of someone else’s.
And yes, this means that there are some “casts” still existing even in the most liberal countries in the world, even though few people realize it.
The hardest part for a medium to low income creative person is pitching of the idea. I’ve state previously that I know people whose ideas have been stolen because they couldn’t afford Copy Rights. For example, I could afford the Copy Rights for my designs, but only for Romania. An “entrepreneur” from any other country can contact the OSIM (the Copy Rights institution in Romania), ask them for my design, then take Copy Right on it everywhere in the world except Romania without me being able to do anything to protect my creativity.
The second part of pitching the idea is that the decision-makers in almost all business tend to read between the lines and understand what they want, not what you’re pitching. It happened to me several times. Sometimes the people I was pitching to considered my ideas obsolete or not innovative enough, even though there were not alternatives present and the improvements were obvious. Other times the ideas were inflated by the prospective clients and taken in directions that the product itself wasn’t designed for and the discussions ended in the same failure, though this time with me ending the negotiation.
On a final note, I felt almost hurt when I saw the crap Nintendo made with Corrugated Cardboard, because it was so clear that they were made by beginners, with a lot of finishing and glue, looking like they tried to lower the usage time as much as possible.
I also feel ashamed to work in the business when I see what kind of project win Packaging and Display Design Contests in Europe, but that’s another story, closely related to the first kind of people I pitched my ideas to.
But… that’s just me.

Kripto out.

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