The Apple Falls – From ‘It Just Works’ to ‘It’s Hard Work’

Something is wrong at Apple – they seem to be lost in a mire of confusion and missed opportunities. I started to feel this after the iPhone7 launch; the new MacBook Pro launch just cements it. I’ve long been a fan of Apple’s (well, Steve Jobs’) ethos: creating beautiful products that make your life better. I simply don’t think that they are doing that anymore. Their last two product launches have been disappointing to say the least, with poor decisions – dropping headphone jacks and USB ports – and lack of innovation. But more than that, their crown of creativity is now being wrested from them. Google’s Pixel phone is an iPhone killer. Even Chinese super-manufacturer Xiaomi is launching a phone that looks like the iPhone7 should have been. And now the severely compromised MacBook Pro’s. Apple’s product range used to ‘just work’, now it’s just hard work.

MacBook Pro Fails

The latest MacBooks have missed the point completely. In abandoning USB in favour of Thunderbolt ports, you now basically have to carry a bag of dongles and cables to connect your other devices. You can’t even connect an iPhone 7 with the cables they provide out of the box – epic fail! They also didn’t bother to increase the power of the chips – with similar RAM and processor specs to those released years ago (still 2.4Ghz as standard, so 2010. 2.9Ghz?, oh that’ll be $3,000…). And the Touch Bar not only fails to add real value (quick access emojis ffs!), it does away with the ‘Esc’ key – effectively alienating one of their core demographic –  programmers and developers. They focused too much of their energy on ensuring that apps and programs can communicate effectively and seamlessly through Cloud software but forgot the basics.

Lack of Innovation

The introduction of the Touch Bar had the potential to be innovative but they sacrificed the function keys to make room for it. It’s almost they said ‘You don’t need those complicated things! Look – shiny icons!” – it feels more like a distraction rather than an innovation. Apple are forcing users to divert their attention away from the screen whilst they scroll through selected icons to find the app or program they need. Microsoft, in the meantime, came up with the Surface Dial – a cleverly designed peripheral allowing users to interact with every millimeter of the display.

The Surface Dial is an all-encompassing control device which combines simplicity and practicality – bringing a new dimension to hardware and software interaction. When placed side-by-side, there are some obvious advantages to having a dial which can be placed directly onto the screen, rather than the Touch Bar – which users actively have to break their concentration to use. Compared to the Apple Touch Bar the Surface Dial is innovative, has almost limitless applications, and is perfectly targeted at its audience – creative designers and developers, an audience that used to buy Apple without question.

In the summer, I wrote a piece about how important it is to ignore your competitors and listen to your customers instead. Apple seem to have done neither of these things, preferring instead to  look to the past. Now even Microsoft – formerly the antithesis of Apple, creatively – are beating them at their own game.

I’m Out

On the one hand it’s great to see more competition at the top end of the tech market. Ultimately this is good for consumers – more choice, better products, lower prices. But I’ve long been a fan of Apple, and it’s sad to see them fail so hard. Steve Jobs changed the world with his manic desire for beautiful designed products that define perfect user experience. The limitations of the new MacBook Pro are simply too much for me. I’m ditching my iPhone and switching to Google’s Pixel phone, and i’ll take Microsoft’s Surface Studio, or the Lenovo Yoga. I don’t think Steve would be happy with this state of affairs.

How do you feel about Apple’s new developments? Have i missed some genius strategy in their product line-up, or are they now being left behind by Microsoft and Google? Let me know in the comments using #NewMacBookPro.

5 Keys To Hiring The Best Talent

Dyson launched a recruitment campaign last week, kick-starting their quest to recruit three thousand engineers over the next four years. They have effectively done away with traditional recruitment techniques in favour of a series of ‘cryptic’ puzzles designed to attract and identify lateral thinkers.

Investing in staff is crucial for the growth of any business; whether start-up, growing SME or mega-corporation, each will face a different landscape when it comes to hiring. Whilst large, well-established corporations can rely on their brand, reputation and large budgets to create intricate recruitment campaigns and cherry-pick from a pool of talent, start-ups face several limitations. However, there are a few key things you can do to improve your chances of hiring the best talent out there.

1. Hire Early to Stay Ahead of The Curve

This does involve hiring more people than you need right now, but I don’t mean that you should hire people unnecessarily – what it does involve is looking to the future. Staff who are able to support customers, fix bugs and hold the fort when the time comes, need to be in place before they are needed. Try not to worry about excess employees sitting around with nothing to do. When it comes to start-ups, there’s always something to do…

2. Your First Hire Should Get Stuff Done.

Early staff within start-ups need to be willing, able and flexible enough to do whatever needs doing. There are often responsibilities from different sectors being undertaken by one person.Hiring staff in advance of their necessity means these ‘extra’ people can help to take the weight off and make sure that the workload is spread evenly. When hiring staff, it is important to make sure that they understand the need for flexibility, new hires must have an adaptable outlook on their role. As Miles Jenner, of Recruiter.com, says:

All companies must now assume the inevitability of change, if not disruption, for which there is no manual. It’s imperative to hire for this challenge, which can only be met with agile, adaptable and flexible minds that are capable of constant learning.

3. Employees like Money – It’s Not Rocket Science.

Knowing that your first few hires will be taking on much more than their specified position entails, it is worth thinking seriously about their pay. According to ‘JobVite,  61% of job seekers see higher pay as a bigger draw toward a job than other factors, including location, flexibility and company mission, especially when they factor in the often heavy workload and instability of the company. Clarity on this last point needs to be addressed directly and as early as possible, reassuring new hires that they will be looked after should the worst happen.

4. Recruit in The Same Way You Work.

The transition from candidate to employee can be fraught, but to make it as seamless as possible, and to avoid giving your chosen candidate a nasty culture shock once they’re through the door. Your recruitment process should match the company culture. For example, if online processes are an integral part of your business, they should be a part of your recruitment strategy. Recruitee.com have some great tips for integrating digital innovations into the recruitment process. Closely matching your recruitment technique to your company’s culture also allows you to see how well candidates will respond to, and integrate with the current working order of things – it may also give you the opportunity to receive feedback and opinions for improvement.

5.  Always be Looking

50% of employees see their current position as a placeholder and job satisfaction is no longer a guarantee of employee loyalty, therefore, it is impossible to know whether your current employees are planning to remain with the company. This does not mean that you should be hiring continuously, rather you should be making connections within your industry, reaching out to potential candidates and keeping them informed about future possibilities, so that they are primed and ready to commit, should the opportunity become available. Bas Kohnke, co-founder at Impraise says:

 “It can take a great deal of time to find the right candidates once you need them, so make sure you start looking for new talent way ahead. Developers especially can be hard to find, so ideally keep a watch list of talent that you can approach later.”

Whilst putting so much thought into a start-up recruitment campaign may seem daunting, these steps are the foundation of the recruitment process which will stay with the company throughout its growth and expansion. Even when you have grown to the point where you can justify an HR department, these guidelines can still be used to hire the best talent for your business.

‘Proposition Q’ and CSR: We’re Better Than This

This week a story I saw in The Guardian, TechCrunch and others really fired up my jets. Basically a few highly influential tech entrepreneurs and investors are funding a proposal that gives SFPD the power to remove homeless tents from the sidewalks of SanFrancisco. Officially called ‘Proposition Q’, to date it has principally been funded by Michael Moritz (Sequoia Capital), Ron Conway (a tech Angel Investor), William Oberndorf (SPO Partners) and Zachary Bogue (Mr Marisa Mayer) who between them have donated more than $150,000 to the Proposition Q campaign (the majority of the current $270,000 campaign fund).

Proposition Q is being sold as an attempt to help the homeless, but in reality they just want to hide the problem: the visible evidence of homelessness. It doesn’t address the issue of homelessness, nor does it provide any alternative accommodation for those who have the only shelter available to them, forcibly taken. There has to be a better way of dealing with the problem than this.

Entrepreneurial Responsibility 

It’s great that these individuals want to do something about an issue that is on their doorstep. Personally, I believe that it’s really important for Entrepreneurs (well all individuals, really) to support causes that are close to their hearts. For example, I am actively involved in the UAE with a charity that rescues abandoned cats and ensures they are cared for and re-homed.

At the other end of the spectrum, high profile tech entrepreneurs and UHNW individuals – Zuckerberg; Gates; Buffett – are committing large amounts to solving some huge social, environmental, education and medical issues. Consider the Bill & Melinda Gates Foundation, which offers grants to causes who apply and has a website full of great statements, such as

We believe that by giving people the tools to lead healthy, productive lives, we can help them lift themselves out of poverty.”

In contrast to spending money to hide a problem, The Gates Foundation works to address the root causes and find sustainable solutions to the problems facing some of the most disadvantaged groups and locations.

The guys funding Proposition Q should be ashamed of themselves. They are not funding a coherent plan to help the homeless, they’re just removing the only shelter they have in a massively insensitive way. Entrepreneurs, especially those who are successful on the scale of Moritz (net worth $3.1bn), have a responsibility to deliver on their platitudes that they want to “make the world a better place”. Homelessness has long been an issue in San Francisco, so why can’t these guys work together with the other Silicon Valley heroes and use their technology and influence to incentivise, fund, sponsor or create shelters and programs that provide a step to permanent accommodation for homeless individuals? I’m thinking along the lines of an X Prize  – get some great entrepreneurial minds to address the root causes of the problem, rather than attempting to hide the evidence of a broken system out of view. In this connected world, if we have the means, we should all work together for the greater good.

CSR = Win Win

In addition to the greater social benefit that CSR provides to the world at large, it also has an extremely positive impact on brand image, making you more appealing to investors and boosting the morale of both employees and stakeholders. The three main wins for enterprises generated by developing socially responsible practices are:

 

1. Morale & Recruitment

Employees want to feel like they are part of something more than a profit-turning machine, and a socially responsible company attracts higher standard of candidates when it comes to recruitment, as well as improving the morale of both existing employees and managements – the feeling of making the world a better place can work wonders for motivation.

2. Cost Saving

Committing to improving your companies’ stance on environment causes, such as cutting down on paper usage, waste or increasing recycling can help businesses – by reducing overheads.

3. Brand Value

Social entrepreneurship is important in the modern climate – especially when the general public – also known as your customers and clients – are becoming more and more socially aware and starting to base their decisions on charitable and socially responsible actions made by companies. Socially responsible companies are a more favourable option for cause-conscious consumers.

I’m reminded of a Steve Jobs Quote:

“Technology is nothing. What’s important is that you have faith in people, that they’re basically good and smart, and if you give them the tools they’ll do wonderful things with them”

In an increasingly socially aware world it’s time for all of us to take responsibility for our actions and make smarter choices.

Google Pixel: The iPhone Killer?

This week’s news is all about Google’s Pixel: the new phone from Google – and from what i’ve seen so far they have pretty much nailed it! After a few disappointing weeks of tech news – Snap Inc. and Apple, I’m looking at you – we finally seem to be seeing some real innovation and progress in the mobile sector. So, what’s on offer?

AI Is King

Google Assistant is the Pixel phone’s USP, and they have placed it at the heart of the user experience. In a highly competitive market, where Apple and Samsung dominate (but neither have been able to crack the integrated and intelligent personal assistant), AI is the new battleground.

Earlier this year, I wrote about the competitive advantage of AI incorporation, and how this technology will eventually be used to interlink many products from a single company. It now looks like Google is positioning itself to do exactly that, with Pixel Phone and Home Speaker working in unison to bring the Google Assistant to life.

Competitive Advantages

Google Assistant can hold a conversation, in which one question or command builds on the last, rather than dealing with each request in isolation – a point which has caused the most devoted Siri fans much frustration over the years (and leading to situations like this).

It also draws on Google’s Knowledge Graph database, which links together information on more than 70 billion subjects, and has been in use for four years, giving immediate access to a massive amount of useful information.

Google have also addressed one of the biggest achilles heals with the Pixel Phone: it will come with the latest, previously unreleased Android version as standard, and will automatically update to the latest OS. This is one very clear benefit of controlling the vertical

One-Up on Apple

Some of the Pixel’s features have been included in a clear attempt to overtake Apple’s progress and fill in where the iPhone fell short. Almost all the high-profile fails reported with the iPhone 7 have been addressed in the latest Google Announcement, with the launch marketing having a bit of fun at Apple’s expense.

  • Google will also provide a ‘Quick Switch Adapter’ to import iMessage data, photos, videos, contacts and other data directly from Apple’s iPhone, in a move which clearly targets disenfranchised Apple users.
  • Every photo or video the user takes with the phone’s highly-rated cameras are automatically saved in Google’s cloud for free, at full resolution – for life – a clear UX win for Google.
  • The Pixel incorporates premium product design & iPhone-matched price points, which are simply a necessity for any product hoping to compete at the top end of the mobile device market.
  • Finally, the Pixel includes both a flush camera lens and a standard headphone jack – which may not be top of the list for every early adopter, but I know for a fact that it certainly is a sore point for some devoted Apple fans!

 

The Google Hangover

Last week, I discussed some of Google’s rougher experiences – delving into the downward spiral that was Google Glass. The truth is that some of these issues will still be in the back of user’s minds. Google know this and have hired some serious big-hitters to drive this new hardware train. However there is work to do to help consumers overcome privacy concerns surrounding the incorporated use of AI technology and the automatic use of cloud storage.

Well Played, Google!

In my view, a lack of effective competition in the linked hardware & software consumer electronics market has allowed Apple to get lazy & complacent. The below-par iPhone 7 announcement was a spectacular display of a missed opportunity and this has played nicely into Google’s hands.

Google’s range of new hardware is the first real attempt to challenge the status quo, and by putting AI (Google Assistant) at the heart of their products, they are betting big that this is the new consumer electronics battle ground. And, while the launch of Google Home is clearly aimed at taking down Amazon (with their Alexa Home AI) as well as Apple, announcing  both a home hub and a mobile product is a very strong move to dominate the consumer user experience

They arrived fashionably late to the mobile hardware party, but by taking their time, they have been able to find solutions to almost every problem currently facing mobile device users – well played, Google! I’m ditching my iPhone and definitely buying a Pixel when they launch on 20th October. What about you?

Snapchat Spectacles – 20:20 Vision Or Myopic Mistake?

The brand formerly known as Snapchat has been making headlines this week with two pretty big announcements. The first was the name change to ‘Snap Inc.’ (signifying a diversification of the brand away from simply video messaging apps); the second was that of Spectacles (‘Specs’) – the latest in wearable video technology.

Specs are modified sunglasses which allow you to record video clips of varying lengths – either 10, 20 or 30 seconds. They’re available in three colours (black, teal and coral); rechargeable (the case doubles as a charging dock); and store snaps internally until the user transfers them (via Bluetooth or Wi-Fi) them to a smartphone to view and share on Snapchat (this is all eerily similar to the plot of Charlie Brooker’s Black Mirror episode ‘The Entire History of You’).

 

There’s a lot to be said for the latest Snap innovation, and it comes in parallel a new brand direction (they are already now describing themselves as ‘a camera company’). This is a bold move for a brand who, just a few days ago, were known only for the sharing of ephemeral video clips.

Are Specs the new Glass?

Well on paper they could be mistaken for the most recent incarnation of Google Glass – remember how well those devices did in 2012? Sure, they still see resurgences in certain niche sectors from time to time, but they never did reach the mass-market consumer heights Google was aiming for. However with the Specs there are some key differences:

1. Appearance

Google Glass was criticised for the ‘nerdy’ appearance and the fact that they seemed too futuristic or ‘dorky’. It took Google 2 years to take this feedback and transform the design into something more fashionable – and even helpful, with the incorporation of prescription lenses – but it seems to have been too little, too late. Specs definitely look more fashionable – though this is of course slightly subjective.

2. Price

Glass was originally priced at £1,000 for developers – the consumer-ready version never materialised. Whilst Glass appeared to be expensive, it incorporated a lot of features and had a wider range of uses than Specs do. Specs have only one function – recording video – and the price reflects that – at $130 (£100) for the Specs, charger and charging case, the price seems to be spot-on for early adopters. and for their target market: Ray-Ban wearing teens.

3. Marketing

Google decided to drip-feed Glass to the market, whilst pushing a high price and promising to change lives – this excluded a lot of excited adopters and limited the overall appeal of the device. However, Snap have a done a great job here – Spectacles are a cool design, simple to use, and will be sold at an accessible price point. They’ll be drip feeding the product to the market in limited numbers, much like Google did previously, but the price will not exclude those they seek to interest.

“We’re going to take a slow approach to rolling them out…it’s about us figuring out if it fits into people’s lives and seeing how they like it.” (Snap CEO – Evan Spegal)

They’re also launching at the right time – the number of people using video doubled between 2009 and 2013. Video is more widely created and shared than it was when Google Glass launched – 54% of adult internet users post original photos or videos online that they themselves have created, so the audience is already primed and waiting for this creation.

4. Privacy

One of Google Glass’s main pitfalls was privacy – they were quickly banned from public places including bars, restaurants, theatres and cinemas. There were many difficulties in overcoming the public’s fear of being recorded without giving consent and ultimately, the limitations and fears overcame the excitement, causing the demise of the device.

Snap Spectacles offer the very same feature which caused the demise of Glass – in fact, it is the only feature, so how are they planning to avoid the same fate we have already witnessed with Glass? Lights. The Spectacles feature a light on the inside to let the wearer know that recording is taking place – as well as an external light alerting those around the wearer that the glasses are recording. Whilst slightly more prominent than the ‘recording’ light on Google Glass – this doesn’t really solve the issue.

Despite the design and product features that Snap have incorporated into the spectacles (that are all arguably aimed at countering the invasion of privacy issue that basically sunk Google Glass), I don’t think it’s enough. People are, more than ever, aware of privacy and the risk of having it invaded, either first hand (being covertly filmed) or second hand (having photos/videos hacked and stolen from online storage). However I don’t believe Snap fully deal with the main reason Google glass was essentially a wearables fail: privacy. Ok, so there are a features that have clearly been included to counter the whole privacy thing, but I don’t think they’re enough to take it mass-market.

I think the majority of people are still not comfortable with the prospect of being spied on by people wearing devices that record what they’re doing. For me this is a major hurdle that any wearables product needs to leap, and I’m not sure Snap have delivered enough here to do that. They may nail some key segments – 18-24 year olds specifically – who are more comfortable sharing everything they do online, and are already using their app all day. And in this they also have the potential to increasing their 63% UK market share; but they also risk alienating the more security-conscious technology adopters, who are likely to react this like they reacted to Google Glass.

What do you think? Let me know below, or on Twitter @bradindigital

Apple And The Innovation Paradox

I noticed that the recent batch of updates and launches from Apple have been met with more muted applause in the media than in previous years. I admit I was also initially underwhelmed by what they announced. Among the shiny new hardware (that looks almost exactly the same as the shiny old hardware) the updates seemed pretty trivial. Removal of the headphone jack; improved AI (Siri) capability; more emoji’s ¯\_(ツ)_/¯; faster processor speeds; better cameras; waterproofing  and GPS-ing the Apple Watch (why didn’t they do this when they launched it?). They don’t really set the heart racing, until you take a step back and look at the bigger picture.

Headphone Jack-gate

The biggest controversy was the removal of headphone jack – paving the way for wireless earbuds, the (instal-lose) Airpods. This is a long overdue move – there are now many other branded wireless headphones on the market and Apple have a history of getting in when the time is right and they can own it . Nilay Patel, for The Verge, says;

“Removing the headphone jack is an act of pure confidence from Apple, which is the only company in tech that can set off a sea changes in the industry by aggressively dropping various technologies from its products” 

But as they are also accelerating the rollout of Apple Pay, this move is also a big block to the current batch of plug-in contactless payment devices, from the likes of iZettle; Square, etc. A shrewd strategic move as this immediately grabs market share and provides an additional layer of protection for Apple Pay.

Siri-ously

Siri, the iPhone’s AI and personal assistant can now communicate with other apps. You can now ask her to book you an Uber, WhatsApp your missus and find a decent restaurant for your date night. I called this back in the summer in a post about the how brands were ramping up their AI development and the opportunity for consumers. This just Apple setting out their stall and ensuring app developers and brands develop into their ecosystem. Strategically, another strong move.

iMessage update & Emoji-plus

Whilst this may seem underwhelming, to say the least, there are logical reasons behind competing against standalone messaging apps and keep iMessage relevant. They are consolidating their use of their message tool, developing new features to appeal to the Snapchat generation.

But where was the innovation?

Lets flip this around: why do they need to? They own the premium handset market globally with a devices that arguably have the best hardware and software design. If it ain’t broke…

They’ve upgraded the processors in the iPhone 7 and added market-beating camera technology. They’ve done enough to keep themselves on top. Innovation isn’t need when the product is right – why take a big risk now when they don’t need to. Is this necessarily a good thing for the consumer, though? Marketing guru Seth Godin says

“The problem with competition is that it takes away the requirement to set your own path, to invent your own method, to find a new way.”

I think this is partly true with the iPhone, they don’t yet need to find a new path. However a company the size of Apple has the resources to research and develop big, innovative leaps in tech. We need to see more of this. There have been discussions for some time around Apple’s entry into new product markets. Cars and TV’s have been rumoured to be getting the Apple treatment (though they’re clearly having a re-think about the former if they’re laying off a bunch of the Project Titan team). I’d like to see them betting a bit bigger on some of these, and other, tech projects. The risk of not doing this is that they are more likely to miss out on the next big feature that’ll take their business to the next level.

My verdict – Apple have done just enough for now to keep their smartphone hardware and software at the top of the market, and delivered some strategically important updates to protect their proprietary features. This time next year I hope to be talking about how the iPhone 8 also doubles as a hoverboard.

151020-hover

IFA Berlin – Why Crazy Tech Is Great News For Everyone

I love Berlin – it’s got a rich history, gothic charm and baroque tradition; and, as one of Europe’s top tech startup hubs, also has it’s eyes firmly fixed on the future. It’s architecture is a mash-up of new and old with a strong creative edge. It is therefore somewhat fitting that this week ,rolling into Berlin, came the IFA Global Innovations Show, which heralded a slew of new, risky and innovative tech from some of the world’s leading consumer brands.

 

Innovation (However Left-field And Crazy) Should Be Encouraged

What I found exciting about this year’s batch of IFA product announcements was a return to pushing the boundaries of what is expected from new technology. Stepping away from “conventional” tech, some brands – Lenovo, Acer, HP – are taking risks with their products, both to stand out from competitors and also to engage their consumers. By way of comparison, Wednesday’s Apple event – announcing the iPhone 7’s and Apple Watch 2 (plus a Pokemon app and some insta-lose ‘Airpods’…) – seemed like a bit of a snooze-fest in comparison. Slimmer, lighter, whatever!

A particular highlight for me was a new laptop from ACER. They seem to have listened to their niche gamer audience and announced one of the talking points of the show with their Predator 21 X laptop – a step into the future of gaming and full of design quirks: fully customisable mechanical keyboard, customisable backlight settings per key (!), built-in wrist supports, a curved screen and clamshell case… It’s a product unashamedly for the hardcore gamer. At an unwieldy 8kg it is also not for the faint hearted, but the sheer amount of tech inside makes it both ludicrous and groundbreaking, both in it’s field and if you were to drop it!

Likewise the Lenovo Yoga Book with its innovative halo keyboard and built in stylus, 3-axis hinge, lightweight design and beautiful aesthetic means has marked it as true original in a market full of Macbook-a-likes. The ‘Halo’ keyboard alone makes this a product miles ahead of the competition. Essentially this is a laptop with two screens, that can utilised as a tablet, laptop and an artists pad all in one. A true leap into the future.

 

Elsewhere, we have the HP Pavilion Wave, which has a dual functionality as a high-end Desktop computer tower and a speaker unit. Utilising a unique textile approach, the entire device is wrapped in a lush fabric coat. Where the dressing adds nothing to the tech, it certainly lends the whole package a pretty design quirk, and stands it out from the crowd.

Finally, the Botvac Connected from Neato is a nifty innovation in vacuuming that is internet connected, can laser scan a room to map its path and route and has a handy homing beacon and “find me” function if it gets lost around the house (yes, really) that be activated via your smartphone. You can also plot its routine and course on your smartphone via the app. Add a GoPro and you could have hours of fun chasing your cat around the house.

 

It’s A Core Principle Of Entrepreneurial Enterprise To Test And Learn

It’s great to hear how some consumer brands are taking risks. It’s important for product innovation and for consumers. It’s a return to the test and learn, risk-taking, entrepreneurial spirit that has been largely missing from the Samsung and Apple tit-for-tat product launches. Having over-engineered gaming laptops and a robot hoover with a location beacon gives me hope that manufacturers will once again push the envelope and deliver innovative new products.

Even in the face of fashionable trends and common sense amongst your peers – a daring new product can make your company for the next ten years – or end you in a heartbeat, and this is what innovation is all about.

In an earlier blog post I spoke about how it’s more important to listen your customers rather than your competitors. When developing my own services and brand, I made the conscious decision to stop watching my competitor’s every move to make sure that I was in line with them. I can see why people would ask how I could be sure that my business was relevant, if I didn’t know what my competitors were doing. To be honest, I didn’t know whether my products were on par with those of my biggest rivals, what I did know was that my products matched what my customers wanted and answered their needs.

More brands need to push the envelope with risky innovations, give their customers the excitement of trying new tech and listen to the feedback. It’s great that leading brands are taking these risk with design, aesthetic and the expectation of their consumer base – this variety of product, of design and of idea is good for the companies, the consumer and – most importantly – keeping the field interesting and moving forwards. The only way we’ll get to the future is by taking the big risks to get there.

What new tech is getting you excited? Let me know below, or on Twitter @bradindigital