Innovation lies at the heart of any sustainable business, but innovation for its own sake is not enough. Rather, it needs to make a difference and add value. In fact, adding value should always be the central theme of any new business offering, says Nissan SA MD Mike Whitfield. "From a technology perspective there is a creeping cynicism that questions the necessity of some innovations," he says, alluding to a growing movement which encourages people to reduce their dependence on modern technology by doing regular digital detoxes and periodically "getting off the grid". The reality, however, is that most consumers are demanding technology that is smarter, simpler and more consumer-focused. It’s vital, says Whitfield, that before embarking on technological innovations there is a thorough understanding of how this future technology will be used. "Despite the fact that it’s often hard to predict the future usage of technology, it must be done," he says, adding that it is incumbent on th...
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