Over the last few months I’ve become very interested in app development. It’s been a personal adventure into the wonderful world of Objective-C. And, along the journey I’ve often found myself talking with colleagues about various app ideas. What I’ve found interesting (and related to marketing) about those conversations is how often, and ironically, I’ve heard the phrase, ‘Oh that’s been invented before.’

I find it an interesting statement, but one that I almost immediately dismiss.

You see, there is a natural tendency to focus on what’s new. We love to hear about new products and services. We love to be on the ‘edge of what’s coming next’.

I get it. Inventors are often idolized and the rewards for being ‘first to market’ is an attractive offer (pipe dream?).

The reality though is there are very few completely original innovations. If you look back on history you’ll see that even seemingly new products are often derived off other ideas or are simultaneously invented (like the computer).

Take for example plot lines in movies or books. Leo Tolstoy once said “All great literature is one of two stories; a man goes on a journey or a stranger comes to town.” I challenge you to find an exception.

The app store is nicknamed the ‘crap store’ for a reason. It’s filled with ideas, that are often poorly executed.

Most advertising channels are filled with advertising derived from other campaign ideas (just look back through a few years of any graphic design magazine).

And, most company social media campaigns are even becoming copycat havens. You get the point.

An alternative (better) strategy would focusing on ‘better’. Better executed. More creative. Polished to an extreme shine. Art.

A friend of mine once said, “Ideas are meaningless. Everybody has ideas. It’s all about the execution.”