Because "There Are No Reruns In Vegas"By Jeff Reinke, Editorial Director
"At the end of the day none of these adversaries control our combined destinies like the willingness to embrace these challenges in the quest for next great product achievement."  |
I was faced with a great problem in putting this column together. Attending the Consumer Electronics Show in Las Vegas exposed me to numerous product innovations and technologies that inspired a myriad of thoughts that I wanted to express, and information that I couldn't wait to share. The only issue was figuring out where to start. Thank goodness for Ted Richardson.
No, Ted is not a designer of the latest mobile phone. He's not responsible for unveiling the largest big-screen TV. And he couldn't tell you the first thing about the coolest new gaming system. He hasn't even set a foot on the show floor. What Ted does, however, is provide counsel to those who ask as he performs exterior personal transportation device restoration and maintenance procedures.
Ted says he's enjoyed shining shoes for nearly 45 years, because, and I quote: "There are no reruns in Vegas. Every day is different, and everybody has a different story to share. I still haven't heard them all," he said with a laugh.
With all due respect to the keynote address from Bill Gates, I think this is the most significant comment that I could take away from this trip to Sin City. That's because, in my mind, it puts every new product displayed at the show, as well as the work you do, in a very simple, yet profound perspective.
Why do companies like Microsoft, Sony and Intel continue to push the limits of product innovation? It's because they live in the same world as Ted-where there are no reruns, and where emulation is not accepted as flattery, but failure. Where the only way to win and succeed is not by looking at what has been accomplished, but by being bold enough to imagine how that latest unit could be bigger, brighter, faster … better.
This is nothing new to the design engineer, but I guess that's why you're in such a great position. You'll always have to deal with lower-cost competition, material regulations, and other development obstacles that must be understood, addressed and defeated.
But at the end of the day none of these adversaries control your combined destinies like the willingness to embrace these challenges in the quest for the next great product achievement.
My point is that it's easy to get bogged down by market conditions and other things beyond one individual's control. But instead of dwelling on the obstacles, remember that there are consumers out there waiting for you to figure out how to make their lives better-whether that's by developing a child's toy, a vehicle's safety system, a smaller computer or a faster machining center.
You see, they don't have reruns in their lives either.
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