As many of you know, my work on the Innovator Insights podcast often leads me into fascinating conversations with leaders who are shaping the future. Recently, I had the privilege of speaking with David Peterson of Kensington, a true innovator whose insights reinforced a crucial point: innovation is far broader than just technology.
When the term "innovation" comes to mind, it's natural for many of us to immediately think of high-tech breakthroughs or the latest gadget. However, as our conversation unfolded, it became clear that the essence of innovation lies in creative problem-solving and finding smarter, more effective ways to improve everyday life, regardless of the industry.
Lessons from the Farm and Everyday Life
David's personal background vividly illustrates this point. He grew up on a farm in Iowa, and as he recalled, "Every farmer I knew was an innovator". These were individuals who, out of necessity, solved problems with whatever was at hand – "bailing wire, bubble gum, and balsa wood". This foundational experience instilled a mindset of "get her done" and "If someone can do it, you can do it. So figure it out". This isn't about complex algorithms; it's about resourcefulness and practical application.
David's early career, which included time in the Air Force seeing "cool technical stuff" in the Strategic Air Command and working for Control Data Corporation on magnetic tapes, taught him the value of directly addressing problems rather than hiding them. This approach of asking, "tell me about the problem and how you would fix it," became central to his innovative skills.
Even at Kensington, where technology is certainly present, many impactful innovations are surprisingly small yet profoundly effective. David highlighted examples that might seem minor, such as:
A zipper placed on the left side instead of the right side of a backpack, to perfectly meet a customer's need.
Improving the wheels on charging cabinets to roll better over thresholds in schools.
Adjusting the placement of cable openings on carts to make them more accessible when placed in corners.
These "small innovations can have a large impact on everyday life". They don't involve radical new products, but rather finding smarter ways to do things, making existing solutions 100% effective rather than merely "90% products".
The Power of Customer Engagement Beyond Tech
A cornerstone of Kensington's innovation process, as championed by David, is deep and active customer engagement. This isn't about traditional sales pitches; it's about building relationships and genuinely listening.
David explained that manufacturers often struggle to hear real customer needs from sales representatives, who might only report isolated complaints. His approach involves gathering information from large groups, such as consortiums of school district representatives. If 20 out of 30 people voiced the same complaint, it signalled a "problem waiting to be solved".
This proactive listening is formalised through approximately one hundred focus groups annually where customers are encouraged to "use it, break it, tell us how to make it better". This cultivates loyalty and ensures that product development teams understand true customer "pain points," allowing Kensington to get ahead of the curve. When product development teams claimed something "can't be done," David's team would use "balsa wood and baling wire and bubble gum" to create prototypes, demonstrating feasibility after observing the problem first-hand with the customer. This process is clearly rooted in practical problem-solving, not just theoretical tech advancements.
David's "aha!" moment came when he stopped acting purely as a sales representative and started building relationships with customers, which allowed him to "crawl up over that fence" and understand their "pain points" from their perspective. This shift allowed him to identify "small tweaks that could solve significant problems". David's role effectively functions as a "de facto suggestion box," collecting feedback on seemingly small details that have a large impact. Customers' loyalty often stems from the fact that Kensington "listens" to their needs.
Traits of a True Innovator
David identifies key traits that define successful innovators, and interestingly, they aren't purely technical:
Openness to Criticism and Feedback: Like a scientist trying to disprove their own hypothesis, true innovators welcome criticism to find what is right, rather than defending their initial ideas.
Resourcefulness: Echoing his farm upbringing, innovators find ways to "figure it out" with available resources.
Relationship Building: Utilising relationships to refine ideas and understand problems from the customer's perspective is paramount.
Getting Out of One's Own Way: Not being overly proud of an initial idea and being willing to adapt it based on feedback.
Perseverance: Sticking with an idea even through financial or logistical challenges.
Passion: Crucial for bringing ideas to life.
Ultimately, innovation should not solely focus on financial gain, but on solving real problems for the world as a whole. David’s personal interest in urban infill as an avocation further highlights this. This complex challenge involves technology (like magnetic levitation or electrical delivery ways) but is primarily about "understanding human nature" and creatively designing communities for sustainable living and improved quality of life. It’s about people getting along and helping each other, a broader perspective on problem-solving that goes beyond any single technological solution.
Actionable Advice for Aspiring Innovators
For someone keen to be more innovative in their own field, David's advice is simple yet profound: "Don't use the phrase 'that's how it's always been done'". This mindset limits progress and prevents looking ahead.
In conclusion, my conversation with David Peterson underscored that innovation is about creative approaches to problems and making everyone's everyday life a little bit easier. It’s not just about the Bill Gates and Steve Jobs of the world; it’s often about Bob down the street with a brilliant, simple idea that has a significant impact. We must avoid the mindset of "that's how it's always been done" and instead embrace a culture where all new ideas, big or small, are welcomed and actively sought out.
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