Speaking Innovation At Manufacturing Technology Show

Repost from IMTS

“What if innovation could be understood using a simple equation? It can, according to Brad Rossacci, Director of Innovation at 900lbs of Creative. He recently joined IMTSTV (the International Manufacturing Technology Show) to explain his groundbreaking research.”

Following a comprehensive investigation into innovation and how it occurred over a 100-year period, Rossacci identified several common behaviors that lead to innovation and condensed them into a simple equation: opportunity + challenge = outcome.

Rossacci’s study also yielded some common behaviors that are necessary for successful innovation. Among the most important are common thinking, empathy and storytelling, he said.

Common thinking is the concept that the simplest ideas can be the most profound. Rossacci explained that most people mistakenly believe that the most complex solutions will be the most effective, but often, the exact opposite is true. Empathy, or the ability to understand the human condition, is also critical to designing successful solutions. Finally, storytelling is essential to successful innovation because no matter how great an idea or invention is, it is useless unless it can be explained in an accessible way.

As one example of the power of innovation, Rossacci cited augmented reality, which gives individuals the ability to layer information onto the physical environment. For instance, workers can digitally access manuals, maps and guides in real time while virtually using a piece of equipment.

A little about IMTS

IMTS, the International Manufacturing Technology Show is owned by AMT and is one of the largest industrial trade shows in the world, featuring more than 2,000 exhibiting companies and 120,000 registrants. The event is held every even year in September at McCormick Place, Chicago. IMTSTV began in 2004 at IMTS to cover what was happening on the show floor. Since then it has grown into a major industry resource for video content and news. We travel to all of our AMT events as well as other important industry events to cover the latest in manufacturing technology. You can find out more at We feature the interviews in the IMTS Insider newsletter which has about 100,000 subscribers as well as the IMTS YouTube channel.