Design research is only good for small incremental changes, but useless when it comes to new, innovative breakthroughs, according to design visionary and professor Dr Don Norman in his recent essay “Technology First, Needs Last”.

In it he argues that conceptual breakthroughs rarely occur because of detailed consideration of human needs. Instead they are invariably driven by the development of new technologies. These, in turn, inspire technologists to invent things. That is to say that grand conceptual innovations happen because technology has made them possible. Whether people need them or not is not initially the issue.

He asks: “Are flush toilets, indoor plumbing, electric lighting, automobiles, airplanes, or modern telecommunication essential needs? Civilization got along quite well without them for thousands of years. Today, many consider them not just needs but essentials. And every one of these was driven by technology.”

Most innovations involve changes that lower costs, add simple features, smooth out glitches of a product. Revolutionary innovation is very rare.