The power of slipstream innovations

How the unintended consequence of a groundbreaking solution can lead to new innovations

Yannick Dillen

By Yannick Dillen

Professor of Management Practice

13 June 2024

Every industry goes through periods of innovation where new products create better customer experiences. But what happens when these innovations create new problems? Enter slipstream innovations. These are the solutions that arise to address the challenges created by new groundbreaking products or services. Professor of Entrepreneurship Yannick Dillen explains how it works – and what it means for entrepreneurs.

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What do you consider to be slipstream innovations?

“Slipstream innovations are typically born out of necessity and often resolve issues that emerge when new advancements are introduced in an industry. They are a response to the unintended consequences of those products. Slipstream innovations have the typical characteristic of solving the problems created by a new product, resulting in a win-win situation. The innovative product will benefit from the slipstream solution, as well as the creator of the product created in that slipstream.”

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When innovation sparks innovation

When new products and services launch, a seasoned entrepreneur smells opportunity. Because new innovations create a slipstream of new customer needs. For example, when smartphones became popular, a whole industry rose up around protecting glass screens. So what does the innovation slipstream mean for you? Watch this video to find out…

Can you give some examples to make it more concrete?

“One prime example of slipstream innovation is linked to smartphones becoming popular. As their design features a lot of glass, smartphones appeared to be vulnerable to damage from drops and impacts. An entire industry emerged in response to that problem, specialising in protective cases and accessories designed to safeguard these expensive devices.”

“Similarly, the rise of electric vehicles (EVs) presented an infrastructure challenge as EV owners needed widespread charging stations to support their eco-friendly mode of transportation. Seizing this opportunity, firms were founded to create networks of EV charging stations across the globe. This has helped address a critical barrier to EV adoption, being able to charge your EV conveniently.

“A final classic example of a slipstream innovation is Quooker – the pioneering instant boiling water tap that revolutionised kitchen convenience. When Unilever created instant soup several decades ago, the founder of Quooker realised that there was a need for instantly boiling water as well.”

What’s the main advantage of the slipstream approach for entrepreneurs?

“If entrepreneurs witness the emergence of a new product or in their industry, they should have the reflex to start detecting potential problems that are caused by this product. Can you think of slipstream products that will solve those problems? If you can create a solution, you often enjoy first-mover advantages, giving you a foothold in new markets before more competitors catch on.”

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Yannick Dillen

Yannick Dillen

Professor of Entrepreneurship