Creating New Ideas by Recycling Old Ones

Aug. 31, 2013 - PRLog -- Creating New Ideas by Recycling Old Ones

By Sharon Fisher (http://sharonmfisher.com/author/admin/) On August 13, 2013 · Add Comment (http://sharonmfisher.com/recycling-old-ideas-making-new-ideas/#comments)


“An absolutely new idea is one of the rarest things known to man.”
That was said by British statesman Sir Thomas More in the 15th Century. It was true then and, believe it or not, it can be said that it is still true today – at least to some extent.

Innovation is alive and well and all around us. New ideas are always emerging, thanks to creative-minded folks and constantly advancing technology.

While technology has taken “new ideas” to levels Sir Thomas More never could have imagined, if you look really closely, you might notice that a lot of those “new ideas” are not so new after all.

We’ve all seen Flo in the Progressive Insurance Company campaign, the cashier who explains the benefits of Progressive coverage in a “SuperStore” setting. Those of us over 50 might notice a striking resemblance to Josephine the Plumber, who pitched the benefits of using Comet cleanser in 1960s print and television ads.

In fact, Advertising Age once described Flo as a “post-modern Josephine the Plumber.” The similarities are not hard to spot – both are dark-haired, outgoing, friendly spokespersons who tout the benefits of their products and who, by the way, have become iconic figures in the advertising industry.

This is a prime example of how some of the best “new ideas” stem from a basic concept that has been successful in the past, then “recycled,” adapted to the times and the market or combined with something that you might least expect.

I have found that applying concepts from outside the traditional “box” and linking them with contrasting ideas generates new ideas that can produce results. The “Bed In A Bed” idea I had for a Toyota Truck dealer and a mattress company is a perfect example. It went like this:  Brothers Bedding customized a mattress to fit in the bed of a Toyota truck, making it perfect for camping. A two-hour remote broadcast kicked off the event and curiosity seekers flocked to the dealership. The result: Three trucks and mattresses were customized and the cash register didn’t stop ringing!

Even in this age of innovation and creativity, the key is finding new perspectives on familiar things. And while Sir Thomas More may be correct about the rarity of finding a “absolutely” new idea, don’t let that stop your creative juices. I firmly believe that something only needs to be about 10% “new” to be a “new” idea. In that case, there are still plenty of new ideas yet to be discovered.

Sharon M. Fisher
Founder of Sharon Fisher & Associates, LLC