Innovation

A few years ago a good friend of mine Andrew "Pants" Marshalsea outlined his theory on innovation. This theory was that companies had secretly come up with a product that was pretty much a perfect product and they had actually developed this perfect product and made it!! He then said that instead of bringing out this perfect product onto the market, they introduced small incremental changes, therefore keeping competitors from improving on what they thought was their perfect product, but also allowing companies to keep money rolling in over a longer period of time. His example for this was babies nappies, he said that companies such as Pampers had already created the perfect nappy but brought out these advancements in small steps, ultimate dryness in one, improved maneuverability in another, easy fastening on another etc... Over time these where brought out and then combined, all the time getting closer and closer to the perfect product. I like the theory, it is quite realistic and has an air of conspiracy about it which is quite nice. The theory can apply to most products nappies, electronics etc. But one product I thought it wouldn't apply to until now was paper. I thought we had hit the peak of innovation for paper, I thought it was pretty much perfect but oh no I was wrong!! I saw an advert last night for Oxford Optic paper!!! This revolutionary paper has a distinct advantage over normal paper and one that will blow your mind! Its a quality Optic paper that allows you to ....wait for it........write on both sides of the page!!!!!! Oh my god what a breakthrough!!!! Now I'm no paper expert but cant you already write on both sides of the page? Ok this paper is advertising that ink doesn't show through from one side to another, but for a school pad who cares! If you want to see this innovation in action check out the ad below but I for one wont be investing in this magic innovation and will stick to writing on both sides of my normal crappy non optic paper!