In October of 2004, Chris Anderson wrote an article in Wired magazine called The Long Tail, a theory he expanded upon in his 2006 book, The Long Tail: Why the Future of Business is Selling Less of More. In it he captures some interesting attributes of online services, using a concept from statistics which describes how it is now possible for the "long tail" of a low-amplitude population to make up the majority of a company's business.

 

One of his examples came from music: A large quantity of often obscure but nonetheless listened-to music can outperform a much smaller quantity of huge hits. The implications of the phenomenon have been significant for those interested in understanding the meaningful attributes of online vs. brick-and-mortar businesses and the book has apparently had an enormous impact among executives and entrepreneurs.

 

But those looking to apply the theory to the implementation of innovation within an organization should beware. My belief is there is a mirror-image of the long tail that is equally important to those wanting to understand the process of innovation. It states that the bulk of innovation behind the latest "wow" moment (multi-touch on the iPhone, for example) is also low-amplitude and takes place over a long period—but well before the "new" idea has become generally known, much less reached the tipping point. It is what I call The Long Nose of Innovation.

 

As with the Long Tail, the low-frequency component of the Long Nose may well outweigh the later high-frequency and (more likely) high-visibility section in terms of dollars, time, energy, and imagination. Think of the mouse. First built in around 1965 by William English and Doug Engelbart, by 1968 it was copied (with the originators' cooperation) for use in a music and animation system at the National Research Council of Canada. Around 1973, Xerox PARC adopted a version as the graphical input device for the Alto computer.

 

In 1980, 3 Rivers Systems of Pittsburgh released their PERQ-1 workstation, which I believe to be the first commercially available computer that used a mouse. A year later came the Xerox Star 8010 workstation, and in January, 1984, the first Macintosh—the latter being the computer that brought the mouse to the attention of the general public. However it was not until 1995, with the release of Windows 95, that the mouse became ubiquitous.

 

On the surface it might appear that the benefits of the mouse were obvious—and therefore it's surprising it took 30 years to go from first demonstration to mainstream. But this 30-year gestation period turns out to be more typical than surprising. In 2003 my office mate at Microsoft, Butler Lampson, presented a report to the Computer Science and Telecommunications Board of the National Research Council in Washington which traced the history of a number of key technologies driving the telecommunications and information technology sectors.

 

Next time, we will learn about understanding immature technologies and rewarding the art of refinement.