 So like innovation is one of those words that sounds so grand so important so desirable that it must take a genius to Really uncover those kinds of things, you know the kind of things that make a two times a ten times a hundred times difference between one Company and another but when you really think about it actually all innovation is is How one company can better meet the needs the wants and the desires of the people who are their customers or potential customers than any Other and that's all it is You know the strange thing is that it doesn't have to be anything to do with technology So take Amazon is as an example Whilst it may seem that they're a yes, they're a technology company Actually the two innovations that have really made a difference for them are Amazon Prime and one click check out You see with Amazon Prime what they've done there is created a commitment device So you as a customer you get free priority delivery and in exchange in Amazon they get you as a customer for longer, so it works for both people then the second thing is One-click check out so rather than it taking many many steps for you to check out with Amazon It's incredibly simple. You just just press one button and boom you're done And if you put those things together actually what happens is that? 74% of people who hit Amazon site to a prime customers actually check out actually buy something Whereas only 14% of people Check out if they're non-prime customers now 14% is still so much higher than your interest to the average But the reason why yeah one click check out so it doesn't have to be anything to do with technology Now a second thing as well another surprising truth is it doesn't actually have to be that you re-engineer a product So I'll give you an example of something that happened recently in the UK It's a big craze which is about micro scooters So what happened was there were two mums who had that problem of they were trying to take their kids to school But what was happening is the kids were dawdling and they thought you know what? They must be a better solution to this rather than just dragging them through the pavements They looked around and they couldn't find anything until they found these little Swiss micro scooters The problem was though is that they just weren't really attractive to their children. They were black They were chrome, you know They were designed by the kind of people who wear black cashmere sweaters and live in Switzerland So what they did is they approached that company and they said look I think we've got something here and the guy said Okay, what do you mean? He said well look they said why don't we buy the license off you so we can buy The license the exclusivity to distribute is in the UK and they said okay great sounds good to us And they said okay There's one subtle thing that I'd like you to do and the Swiss people kind of sat up in the chair say What's that expecting to kind of re-engineer their product? And they just said look we want you to make the products blue and pink blue and pink And that's all you need to do and they thought about for a while and they said all right fine They tried it out and sales absolutely soared so previously they couldn't sell these things to anybody But actually after they just changed the color of the product They went you know sales went through the roof and it's now worth about 15 million pounds every single year in the UK and growing rapidly I don't know if you have this too, but every single day if you if you walk past a school You'll probably be attacked by about four or five kids who are on these micro scooters Incredibly effective little thing, but you don't have to re-engineer things You just have to understand people a little bit better now a third way that actually Third surprising truth about innovation is that it doesn't have to take months It doesn't have to take years it can be something surprisingly subtle surprise something surprisingly small But if you know where to look then you can actually discover these kinds of innovations overnight So just asked the Amsterdam Airport bathroom cleaners So they had a real big problem which was spillage So essentially blokes were pissing all over the floor and they Understandably didn't particularly want to be mopping this stuff up and they put their heads together And then one bright spot came up with an idea How about this why don't we give men something to aim at and they thought okay? That's a good idea What could that be and they came up with this idea of putting a fly sticker They put the fly sticker in the urinal so that men would actually aim when they're having a piss Results of that an 80% reduction in spillage now think about that an 80% think about this in these terms How about finding something that an 80% improvement in your business results and it was something so small so subtle They didn't take months to engineer at all, but you just you knew what to look at See that's really the canvas the canvas is the human mind It's about human behavior and a Stuart Butterfield is the CEO of Slack now valued at over 3.8 billion He put it look the best maybe the only real direct measure of innovation is changing human behavior So if you change a million people's behavior, that's incredibly innovative And if you let's say you spent billions of pounds you spent months of time and you re-engineered a product But only changed one person's behavior. It's not innovative at all and that's really what you've got to think about You don't have to think about technology. You don't have to think about re-engineering things You don't have to think about spending months a day. It's just about finding the right thing