Innovation often evokes images of groundbreaking technologies, cutting-edge research, or revolutionary ideas that disrupt industries and change the world. When we think of where innovation occurs, our minds typically gravitate toward the obvious domains — tech hubs, research labs, or startup ecosystems. However, the reality of innovation is far more complex and, at times, surprising. The truth is, the most transformative innovations often emerge from unexpected places, driven by forces that many overlook.
One of my favourite quotes came from the work of GB Cycling mastermind, Dave Brailsford through Geraint Thomas the elite cyclist, “the innovations don’t always come in the area you might imagine.” This line captures the essence of this idea. It suggests that while we may search for the next big thing in the familiar arenas, often the most impactful changes originate elsewhere — areas we might consider less glamorous or even mundane. This idea has profound implications for how we approach problem-solving and the opportunities for innovation we all have every day.
Take the example of the environment sector, traditionally the prevue of the retiree with the majority of brands being presented with a child’s drawing of a tree, badger, beaver or any other animal of choice. Yet, as the global climate and biodiversity crisis deepens, this field has become a hotbed of inventive thinking. Alongside side our efforts to redefine what it means to innovate by transforming the way we think about land, nature, and financial sustainability, so many other fantastic businesses are entering the natural capital space at an incredible pace.
Let’s name just a few; TreeStory, Treeconomy, Great Yellow, NatureMetrics, CreditNature, Kana Earth, Earth Minutes, and Enviral.
We have taken the concept of land conservation—a practice as old as civilisation—and for the first time provided a greenprint to turn it into a dynamic and scalable business model. In the process, we might just have provided another example of innovation arising from a very unexpected domain. By acquiring land at scale, enhancing its ecological value through activities like reforestation, habitat restoration / creation, and renewable energy production, and then generating revenue through natural capital products, ecotourism, and more, we have created a model that simultaneously drives significant environmental and social impact and a profit as a result, not the purpose of what we do.
This type of innovation didn’t emerge from the tech industry or a high-profile startup incubator. Instead, it arose from a deep routed and authentic relationship with the environment, a commitment to achieving genuine positive impact and a willingness to look beyond traditional conservation methods – oh and a relentless drive and refusal to be outworked. Our approach shows that innovation is not confined to new technologies or flashy products (albeit it can be influenced by these sectors); it can also be about rethinking existing processes and finding value where others see none (or don’t even bother to look).
To truly innovate, we must be willing to look beyond the obvious and explore the hidden potential in places we might not initially consider. Whether it’s in the conservation of natural resources, the development of sustainable energy, or the creation of new financial models, innovation often comes from those who dare to see the world differently – and yes, we love that Apple marketing campaign too.
In today’s rapidly changing world (perhaps it was always been rapidly changing), the ability to innovate in unexpected ways is more important than ever. The challenges we face—whether environmental, social, and / or economic—require solutions that rarely fit the traditional mould. By remaining open to innovation in all its forms and from all corners, we can find new ways to solve problems and create value in new places.
The next time you think about where the next big innovation might come from, remember that it might not emerge from where you expect. It could be brewing quietly in an unexpected corner of our world, waiting for someone to recognise its potential and make it a reality.
How are you going to change your world?