Technological progress moves at breakneck speed, but not every idea lands at the right time. Michael Gietzen explores what the evolution of flight can teach us about experiential innovation, and why the best ideas sometimes need to wait for their moment.
In 1903, the Wright brothers took to the skies for just 12 seconds. Sixty-six years later, mankind was walking on the Moon. Think about that: within a single lifetime, we went from fragile wooden aircraft barely lifting off the ground to rockets propelling humans into space. The speed of progress was staggering.
But at the time, how could anyone have imagined it? In 1930s London, urban planners genuinely considered building a runway over King’s Cross station, and another above the Thames at Westminster, because they believed private aviation would replace cars. They were wrong. But given that powered flight had only been around for 25 years, was it really such a mad idea?
History is full of technological leaps that surprised everyone… and plenty of others that never quite took off. The same is true in experiential events.
Tech moves fast, but adoption moves slower
In experiential marketing, brands are constantly chasing the next big thing. But innovation isn’t just about what’s possible, it’s about what’s ready. Some ideas arrive before their time.
Take VR. It first appeared in experiential activations over 20 years ago, but back then, it was bulky, expensive, and frankly, more of a gimmick than an experience. It faded into the background. Today? The tech has caught up. VR is now compact, affordable, and seamless. It’s the same concept, just in a form that finally works.
The same happened with touchscreens. They existed long before the iPhone, but it took Apple to refine them into something practical. We didn’t realise we needed them, until we couldn’t live without them.
The innovation trap: new isn’t always better
Technology moves at breakneck speed, but not every event needs the latest gadgetry. The most effective experiences aren’t about chasing trends; they’re about understanding how people want to engage.
There’s always a temptation to bolt on something new, whether that’s an interactive installation, an AI-powered display, or the latest in motion tracking. But does it actually enhance the experience? Or is it just adding complexity for the sake of it?
Some of the best experiential activations don’t rely on cutting-edge tech at all. They just execute simple ideas brilliantly. Because sometimes, progress isn’t about throwing everything out, it’s about knowing when to refine what already works.
The takeaway
The brands that win aren’t the ones who move fastest. They’re the ones who know the difference between an idea that’s ahead of its time and one that’s simply wrong. That judgment – knowing when to push and when to wait – is rarer than any technology. And it’s the only competitive advantage that can’t be copied.
