New Ideas Are Ugly

We just had to share this brilliant video created by General Electric. For one, it is sure to bring a smile to your face, but most importantly, it will hopefully initiate some knowing nods around the trials and tribulations of ideation and innovation.

We are in total agreement with the fact that when new ideas are born, they’re ugly. They’re scary. Most of the time, they will look very different to how they’ll end up.

This is why so many great ideas are initially dismissed and left by the wayside. Innovation ideas that are fundamentally different to those that have been proven to work are deemed as risky. The fact of the matter is that truly creative ideas hardly ever arrive fully formed. They require tweaking and refining, and sometimes far reaching changes to turn them into something truly valuable and beautiful to the people who you want to buy them.

The building of raw ideas into fully formed concepts is often overlooked entirely or not given enough time and emphasis. We often wonder how many brilliant innovations are left on the cutting room floor of organisations because the ugly raw idea was never given a chance to bloom and grow.

How many people in Yakult’s organisation thought that tiny bottles of drinkable probiotic bacteria would be a flyer? Our guess is that it was met with healthy cynicism both internally and externally when it was at idea stage, but the Yakult Honsha Company ended up pioneering a new market worth £20 billion globally today.

bottles of yakult

It takes time. It takes patience. But if you get it right, the rewards are high.

This video is a great metaphor for what we are all up against in developing breakthrough innovations, day in day out, and that’s why we really like it and wanted to share it with you.

Please contact if you have an ugly idea you would like to transform.