Some of the most exciting innovations to work with are the ones that truly can call themselves inventions; on a molecular level. Some years back, Jeff worked with a well-known chemical company to create an amazing new product: a fiber-optic cable that does not crack. This cable would be able to withstand excessive amounts of weight, weather and temperatures thus revolutionizing the market.
After running a lot of experiments and taking multiple shots on goal, the company still came up short of where they wanted to be. Suddenly, a member of the company said that he had taken their product to Russia, and that so far it was receiving very good results. Russia turned out to be the perfect answer because of the notoriously harsh climate and extreme technological changes every decade or so. By using Jeff’s innovation strategies of learning from experience and experiments as well as trying out their product in an emerging market the company was able to turn a $40 million dollar profit in their first quarter from the cable. This company now boasts numbers in the billions annually and the cable is still one of their most successful and widely used products.
Here is a perfect example of where Jeff’s guidance encourages experimentation after experimentation. Innovation is a constantly changing thing, just like the market, demand and availability of resources. Once that key factor of bringing the market to Russia was initiated, the transformation was inextricably bound with the success or failures of the individuals initiating that change. It was one road block but the company and its members saw innovation as its benefactor and experimentation as its transformation.