Innovation is not perfection, it’s evolution - Banner

Innovation is not perfection, it’s evolution

At its heart, innovation is evolution.

At its heart, innovation is evolution.

It’s a process of modifying, streamlining, improving.

An iterative process of building upon the discoveries and developments of those who have gone before us and those we surround ourselves with.

That’s not to say innovation is replication, far from it. But to truly be innovative we must first accept that what we’re striving for is not perfection, it’s evolution.


Take the device you’re reading this blog on for example.

Whether it’s a phone, tablet, laptop, desktop, smart watch, Google lens, your smart-fridge… This innovative piece of tech was not the first of its kind, nor will it be the last.

New, exciting, innovative, features are added and developed, whether through advancements in technology (smaller batteries, tougher screens, more powerful Wi-Fi) or introducing existing technologies to create new trends (touch screens, 3d viewing, smart interfaces).

Some of the greatest innovations go about melding two (or more) existing products into one – a Swiss army knife approach to innovation.

But even at their most basic form, inventions rely on the materials, technologies and capabilities of the time. No thing stands alone in a vacuum.

Without the collaborative tools, experience and ideas from others, there simply is no innovation.


As a product Design Agency, we know this better than most.

Being at the forefront of hundreds of innovative inventions, we’ve used our combined experience and expertise in the scientific, technological and medical fields, to develop our client’s visions to forge, develop and evolve some truly innovative creations.

If you’d like to find out how we can help take your product concept to the next level, get in touch today for your free design consultancy appointment.

Toby Fairclough - Profile Picture

Toby Fairclough

Digital Marketing Manager