The ‘Long Nose’ Theory of Tech Innovation

The ‘Long Nose’ Theory of Tech Innovation

A new technology that’s going to take off is usually hiding in plain sight. The “Long Nose” theory of innovation describes the difficulty of figuring out whether a new technology is going to be a Big New Thing or remain a pipe dream of die-hard true believers.

Most huge innovations emerge gradually, not suddenly

They’re the product of gradual tinkering and experimentation

Really huge ideas have a sort of weird familiarity – a “surprising obviousness”

They make sense precisely because on some level they’re not that new

To spy the next big thing, go “prospecting”

Look in the world around you and identify technologies that are being stress-tested to the point where they’re ripe to become a mass phenomenon. Look for “surprising obviousness” in the technology.

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