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I wrote about this today on my law firm blog, but I thought the idea would fit here too (except without the focus on legal marketing). So here goes.

I’m currently reading a book on what could best be described as the “first humans.” The book explores the origin of consciousness and more specifically, the birth of language. In it, one scene describes early humans in a cave doing random activities. Picture a caveman chipping away at stones, and in an instant, he recognizes that a sharp stone is something he can use. The discovery turns a piece of meaningless rock into something that has utility and definition. From that point forward, sharpened rock is a necessity.

After processing the text, I started thinking about the “New Necessity” as something that, in our modern capitalist society, businesses and entrepreneurs are constantly striving to find.

An invention, a piece of software, a new gadget: all good enough. But if you really want to make a splash, you have to bring something to market that everyone “must have.” Now, I’m not going to debate the definition of “must have” here. Surely, as a species, we don’t need iPods. In fact, I don’t have one and I’m able to function just the same.

One thing that can be said of the new necessity is that it is a game of innovation followed by assimilation. The new necessity has a life cycle.

1. Someone does something completely different and stands out.

2. People notice that the new thing has a potential to be beneficial.

3. Some jump on the bandwagon, others see this new thing as just a fad.

4. The people that resisted the new give in and join the rest.

5. The “new” isn’t new anymore. It’s a given. Everyone’s got one. Now no one stands out.

So what will the next new necessity be?