Do They Already Have One?

Our visitors don’t already have our landmark building back home.

They don’t already have our historic landscape.

They don’t already have our rare collection.

But they might already have the same media technology we’re planning. So we believe we need our tech to be unique also, to protect our position in the cultural market.

So ... unique how?

We often assume we must pursue absolute uniqueness. “We need technology so unprecedented, it will win an industry award. Voice-activated machine-learning holograms!”

But our visitors don’t go to award shows. They go to our museum. So we could instead pursue relative uniqueness from their perspective. “It’s cool how that woman told her story on that vertical screen."

Try this simple test to check for relative uniqueness:

Do they already have one?

… in their homes?
… in their schools?
… in their pockets?
… in their airplane seatbacks?

Here’s the thing:
If the answer is NO, your tech idea passes. It has relative uniqueness. Even if just barely. And that might be all you need.

Warmly,
Jonathan

P.S. This test is why iPads never feel right in exhibitions. And why touch-tables, against all odds, still do.