Innovation Lessons from the world of music – part 3

I never in a million years thought that I would find myself writing about a DJ as a musician! But my mind has been changed to a degree by coming across DJ Ravi, a Las Vegas based performer – and I mean, performer!

If we take the base idea from my previous post ( that innovation is about taking something that already exists and adding other ideas & influences to make something new, then this guy does just that with dance music.

The starting point is take 2 tunes and mix them – but all DJ’s do that, right? Right! But not all DJ’s have a drum kit and play along with their mix! And that is what made this guy different. Here’s his promotional video:

Soundcloud doesn’t really do this guy justice as you need to imagine you are on a packed dance floor and the volume is up!

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I remember the discussions in the UK’s Musician’s Union magazine on the topic of allowing DJ’s to become members – I didn’t agree back then but DJ Ravi may have just changed my mind on that!

Bringing us back to the real world of business, we see this mix of ideas from different places around us all the time – a great example is the “Swatch” watch company. The Swiss watch market was in serious decline in the early 80’s until a consultant, Nicholas G Hayek, decided to add Italian Fashion thinking to the mix along with a touch of Lego plastic engineering skills. The result was the iconic Swatch range you have today. Or how about Phillips, the electronics giant, working with Italian furniture maker Giulio Cappellini to put televisions and DVD’s into furniture items? (from

And if you don’t innovate, you may just find your business sliding towards closure. Only today, we read about the closure in the US of Blockbuster – could they have innovated their way out of trouble? We shall never know now.There is of course, the other Blockbuster which will remain with us forever!








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