What's new? That question is a common pleasantry shared between friends and colleagues. Yes, it can open a good dialog or, more typically, it is a way of showing interest in what engages others.

During a marketing class at Fairfield University's Charles F. Dolan School of Business our professor asked us, "What's New?" And, therein began a discussion of what meaning we ascribe to the word "new". Some considered landing a man on the moon as new (even though it had been 20 years since that event had occurred). New Coke (a failed product launch) was considered new; "New and Improved" laundry detergents were considered new by some. And, I suspect that in today's class, the iPhone would be considered new even though it is, mostly, a combination of pre-existing communication products.

As we discussed each item, it was difficult to determine what made something "new". We each had our own ideas but, much like beauty, something considered new seems to be in the eyes of the beholder. Then, the professor shared his pragmatic perspective that he defined something 'new' as a product that served as the foundation for a much larger business opportunity. For example, he shared his observation that people had been snow skiing for centuries and that it was not an uncommon sporting activity of the wealthy in the early 1900's. But, it was Howard Head who introduced the laminated metal ski that revolutionized the industry. With that 'new' product, it was easier to ski, more affordable to ski and much more enjoyable. With his product came more consumer interest, ski lifts were built, advances were made in apparel and other equipment and skiing became something that was enjoyed not just by the adventurous but by all who had interest.

I have not forgotten that class and have tried to apply that wisdom in my work. While most of my work has been directed towards industrial markets rather than consumer markets, I have focused my efforts on developing products that change the game, that create more opportunity and serve as the basis for a much larger commercial opportunity or societal need. And, may the same be true for all who read Common Purposes.

What's new, everyone? What engages you?