A thought for all the envelope pushers, trend setters, technology pioneers...

A manifesto, perhaps, that Nintendo didn’t have with the Wii but that is imbued throughout Google, Apple and anyone who’s ever released a beta product.

‘Innovate then iterate’

The release of a product into the wilds of public consumption is the beginning, not the end of its life. The investment, both financially and cognitively, must be built upon and allowed to evolve.

Look back to first generation products like the iPod or the X-Box 360. Look at services like Gmail or Facebook. All are remarkably different to when they launched, many with completely new features or even entire overhauls of functionality. The innovation didn’t end with the launch.

A common phrase used within tech start-ups is ‘do you want to be a Netflix or a Blockbusters?’. Both were very much the same at the beginning, but one iterated, the other did not.

This applies to all areas of technological development and includes live campaigns within social spaces. Be innovative right off the bat, but if you don’t evolve, then you die.