MechChem Africa

In his Tracking industrial trends column this month, Gary i. Crawford of Mettle Strategic Creativity talks about our resistance to adopting innovation and the ‘no brainer’ light steel frame (LSF) construction technology.

Before I was 'conscripted' into the world of engineering, I was a member of the brotherhood of psychologists. One of the advantages of that life was the plethora of theories to explain anything on earth. But, something I could never come to grips with was the aversion of many people to innovation.

Concrete Printing smallDeciding to build a light steel frame (LSF) eco-house in the Hartbeespoort area, my wife and I visited many residential estates there, only to discover that virtually all had banned LSF building methods. Most claimed that LSF was not permitted on 'aesthetic' grounds. As always having believed that 'aesthetics' generally concerned the appreciation of beauty or good taste, or the guiding principle in matters of artistic beauty, I defended LSF on grounds of it being a sound, proven construction technology and pointed out to these guardians of estate architecture that LSF-built homes could even take on the guise of the Tuscan, Balinese, French Provençal abominations that are littering the beautiful African landscape.

I made no converts. Perhaps, my diplomatic skills need honing!

It got me thinking about nineteenth century American essayist Ralph Waldo Emerson who was credited with having said: “If a man can write a better book, preach a better sermon, or make a better mousetrap, the world will beat a path to his door”, a metaphor taken so literally that more than 4 400 mousetrap patents have been issued in the US, with thousands more being unsuccessful making the mousetrap the most frequently invented device in US history.

If only “’twere it so easy”.

Innovation is no guarantee of success. No matter how incredible your product innovation, you have to sell it. Most advertising professionals will agree with Jack Trout and Al Ries who said in their best-selling book, 'Positioning: The Battle for Your Mind:' “To be successful today, you must touch base with reality. And the only reality that counts is what's already in the prospect's mind.’
That's why only about 14% of the world population belongs to the so-called ‘early adopters’ minority group.

Download the PDF.

BANNER 8

Contact MechChem Africa

Title: Editor
Name: Peter Middleton
Email: mechchemafrica@crown.co.za or peterm@crown.co.za
Phone: +27 11 622 4770
Fax: +27 11 615 6108

Title: Editor
Name: Glynnis Koch
Email: mechchemafrica@crown.co.za
Phone: +27 11 622 4770
Fax: +27 11 615 6108

Title: Advertising Manager
Name: Brenda Karathanasis
Email: brendak@crown.co.za
Phone: +27 11 622-4770
Fax: +27 11 615-6108

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