The Death of Maximalism
Keys to Innovations that Stand the Test of Time
7 times a day. That’s how often participants reached for smart tech.
87% of those moments were positive.
So where does innovation go wrong? In the other 13%.
“They’re not really saying, ‘I don’t want technology.’ They’re simply saying, ‘Make the technology work for me.’”
Every brand feels pressure to innovate or fall behind. So features get added, versions get rushed, screens get bolted onto toasters. But more isn’t the same as better. A washing machine app nobody opens. A fridge that pushes ads. Innovation that misses the one thing that actually matters: the consumer.
The real question isn’t whether you’re innovating enough. It’s whether that innovation is grounded in what consumers actually want, or solving a problem no one has.
What This Looks Like Across Your Team
Consumer Insights has to prove which ideas are worth the investment before it’s spent.
Marketing has to build an emotional connection to a product or feature that hasn’t earned one yet.
Product Development Teams live the tension between what consumers think they want, what can be built, and what consumers will actually use and are willing to pay for.
We help go-to-market teams separate the innovations that drive growth from the ones that simply add noise.
WATCH NOW ON DEMAND
Speakers
Watch Curion’s experts break down why some innovations win and others fail, backed by real research into how people actually live with the products they own. Participants across the US and UK journaled their routines, wore a one-click device to flag good and bad tech moments as they happened, then walked us through those moments in follow-up interviews.
What you’ll walk away with:
- What separates innovation that lasts from innovation that fades, and why more isn’t always better
- What “smart” really means to consumers
- How to tell a real consumer need from added noise
- What consumers actually do with the smart, connected products already in their homes
- The tipping point where “smart” turns into friction and complexity
- The deeper emotional needs and higher-order benefits that make innovation meaningful
- A practical framework for testing your innovation pipeline against consumer truth, not internal assumptions