Innovation, innovation, innovation. What if is it only semantic saturation?

Innovation, we now use this word as a necessary and natural world, to paint the world we live, how we work, how we think, how we train and even how we socialize appear more interesting to ourselves and to others.

It almost seems that innovation has become almost a need for expression, a currency of social exchange  (sentence stolen to one of the greatest innovators in the last century).


Semantic saturation


During the day we repeat so often the word innovation that has now ended up losing its meaning for our brain.

Innovation, Innovation, Innovation

This phenomenon is known by the name: “Semantic saturation”, the brain actually no longer listens to the sound that the word emits but directly associates the idea that the word itself has assumed in our mind.

So what is this idea, certainly an idea full of bias that lead us today to often associate innovation with technology and digital .


But, what does innovation mean?


The explanation that I find most complete and that I liked the most in its simplicity is:

Innovation means altering the order of things established to do new things.

Looks like, we are faced with a word that has little to do with technology unlike what we are led to think today and indeed if we want it seems to have much more to do with philosophy.

If to innovate we must do new things by altering or changing the order of things established, the first thing to do is actually understand:

  • what are the things
  • who established them
  • when
  • in what context they were established
  • how they were established
  • and above all why


Is this not a philosophical concept?


To innovate, you must first know that you don’t know


The explanation of the meaning of the word itself makes us understand that innovating is a practical process of:

  • research,
  • analysis,
  • evaluations
  • and experiments


that passes through a deep knowledge before evolving and creating something new, drawing fully from the existing.

By observing what encloses the concept of innovation we can perceive that:

whenever there are changes and existing conditions that determine a status quo in any sector then it is that moment when innovation can give way and create something new that it is: a product, a habit, a process, a market, a thought.

There are moments when we have the clear perception that innovation is itself the starting point, that thing that creates.

But in reality the innovation process remains rooted in the deep knowledge of things, of the world around us and how we transform that world made of things into our personal reality made of actions and goals to which those things can aspire.


The innovation way


Innovation certainly has something to do deeply with knowledge with the addition perhaps of a very personal way of experiencing reality and the great ability to transfer this vision to other people as well.


The fundamental difference between the common man and the warrior is that the warrior faces everything as a challenge, while the common man takes everything as a blessing or a disaster.

Don Juan Matus described by Carlos Castaneda


The innovator is certainly very close to the warrior concept described by Carlos Castaneda and the warrior’s path is one … well, if Castaneda took a life of experience and transcriptions to explain it, we certainly cannot do it here in a few lines.


So what?


What we can do, however, is to help us understand how the innovation process leads to the creation of a “new” order in things by analyzing case studies of changes taking place in the fashion sector that experiencing a earthquake upheaval is a fertile ground for those who know it good for CHANGE.

The first case we will bring is lead to sustainability, how something new can be born by putting together knowledge and a different point of view on existing processes



Complete the form to download files