Another Innovation: the pursuit of new perspectives
Two modes of innovation
Having spent years exploring innovation, Ueda has concluded there are two types. The first is technology-based in pursuit of value creation, which he calls "Value × Tech." It's been championed by many companies over the years.
The second is "Value/Tech," which is driven by the pursuit of new perspectives. Ueda has dubbed this the "Another Innovation" mindset.
Value × Tech = new value created through cutting-edge technology
Value/Tech = deep emotional impact with simple technologies
Value/Tech innovation is the pursuit of profound innovation through simple technology. The goal is to make that innovation so exciting through sheer creative thinking that it makes people go "wow." Ueda believes the true measure of innovation is the amount of wow it can inspire, and innovation made possible by simple technologies combined with deeply creative thinking is the ultimate.
Comparing the two modes of innovation
In the Value × Tech mode, the higher the level of technology and value generated, the greater the degree of innovation. Therefore, convention would dictate that great innovation can only be found in lofty spheres.
But in the Value/Tech mode, simpler technology can be leveraged to create a big wow. Ueda dubs this phenomenon "singularity."
Interestingly, the lower left quadrant and upper right quadrant of Value/Tech both indicate a wow value of 1.0. In short, high-tech/high value and low-tech/low value are equivalent from a wow perspective. Thus, the potential for innovation hidden in our daily lives may actually be more accurately expressed and brought to life through the Value/Tech mode.
Now let's look at the lower right quadrant of Value/Tech: the low-value/high-tech area. This outlines the area where even though the value created by a high-tech innovation may be small, it's nonetheless doggedly pursued. This can be described as a state of over-technology in which the pursuit of high-technology has become an end to itself. To create truly meaningful innovation, we must avoid falling into this trap.
Nissan believes that in parallel with its traditional pursuit of high-tech innovation, it is necessary to actively take on the challenge of low tech/high value innovation as well. We call this effort Another Innovation.
The prototype sedan CLV is the embodiment of Another Innovation. Even within the constraints of a sedan rather than a camper or SUV, we have leveraged simple technology to realize an array of ideas to enrich and excite your driving life. This includes innovations to facilitate comfortable eating, sleeping and playing in the vehicle. The sun visor turns into a table, the side mirror turns into a trash can, and the back seat turns into a bed. It is by no means low-tech as it is fused with the cutting-edge AI, but these innovations and ideas stem from the Value/Tech philosophy that the greatest innovations do not necessarily have to come solely from high technology. Filled with simple, profound and singular ideas given shape, the CLV is a new sedan experience of the future unfolding before your very eyes.
The world of bricolage and sci-fi imagination
To carefully observe and deeply understand the things that surround us, and to create new uses through unlikely combinations — this is the essence of bricolage. Nissan believes bricolage is also an effective approach to realizing a more sustainable society.
Imagine, for example, a science fiction type scenario in which a major incident occurs and large-scale manufacturing becomes impossible. In such an extreme situation, it will be paramount that you can continue using your car for as long as possible. Bricolage opens our minds and imaginations to sustainability and resilience, too.
Nissan engineers will continue using their unbound imagination and Another Innovation mindset to expand the possibilities of mobility and help realize a sustainable future.
