Like Mr Steel, a question I want to ask is about how you think Nothing can stay on the side of breakthough innovation without falling into the pitfall trap that is steady innovation - early on in a company’s life, risk is needed to grow, but once that foundation is set, how do you avoid falling onto safety nets to protect profits? Breakthough innovation is naturally expensive, and not all routes lead to success after all.
Secondly, we’ve seen several collaborations with small companies this year, and you mention that small startup companies are in the best position to introduce innovation. Are you looking to continue collaborating with other companies in future as a way of supporting innovation and as one potential strategy of bringing said innovation to Nothing?
And my final question would be: how do you innovate? Where do the ideas come from, and what do the ideas need to go through to become reality? As we have progressed through the start of the 21st century to now, it is common to find companies locked more and more into rigid ways of doing things. In some cases, ideas may need to be submitted in the forms of reports to support the idea and justify investing funding into it. And these ideas may need to compete with dozens/hundreds of other ideas, all in the form of reports which may not be able to truely convey the meaning of the idea to the reader who has to go through all of the submissions, as sometimes an idea is something you need to experience or convey with genuine emotion to be able to appreciate. What is the process like at Nothing, who comes up with the ideas, how do you assess these ideas and how likely is it for an idea to be taken forward?
