An important breakthrough in gas-transportation technology occurred in 1890 with the invention of leakproof pipeline coupling. Nonetheless, materials and construction techniques remained so cumbersome that gas could not be used more than 160 km (100 miles) from a source of supply. Thus, associated gas was mostly flared (i.e., burned at the wellhead), and nonassociated gas was left in the ground, while town gas was manufactured for use in the cities.
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The digital advances of the past two decades have enabled a much broader population than ever before to express creative intelligence. Unconventional thinkers the world over have unprecedented access to the distributed knowledge, talents, capital, and consumers they need to create a start-up or a movement around a great idea. Innovation has been thoroughly democratized. And yet breakthrough offerings remain hard to come by. Apart from the transformation of services powered by mobile apps and the internet, we have not seen spectacular surges of innovation across sectors. The economists Tyler Cowen and Robert Gordon have spoken of innovation stagnation. The business thinker Gary Hamel notes that corporations are awash in ideas that fall into one of two buckets: incremental no-brainer or flaky no-hoper. And in our consulting work with innovation teams we see many promising ideas become superficial, narrow, or skewed—or perish altogether. The lack of progress is surprising given that companies have an improved understanding of the innovation process, driven in large part by design thinking and lean start-up methodologies. Terms such as “user centered,” “ideation,” and “pivot” have become commonplace and have changed the way business leaders think about creating new offerings. Yet for all this guidance, only 43% of corporations have what experts consider a well-defined process for innovation, according to the research firm CB Insights.
Whether your company is more involved in exploration or production, a typical project can last for years and cost millions of dollars. The decision to hire your company won’t be taken lightly by prospective clients, which is why they want to know what they’re getting before they close a deal. Content allows prospects to get to know your business without the hard sales pitch that some marketing strategies employ.
