The Serendipity of Errors and Exaptation

Most of the time, when we think about innovation, we think about it coming from careful research. But innovation does have a track record of coming in precarious waves of discovering things that could be good or useful, committing errors (happy mistakes), and finding a better use for an existing product or solution.  This post takes both fun and serious look at examples of such waves of innovation.

Innovation through Serendipity

Off Record:

When considering my experience and knowledge about serendipity, my first exposure was when the GEICO gecko spoke about it on my television (Biel, 2020). You are now a witness to the power of a commercial broadcast over various advertising mediums. Fortunately, the ad was not a bad play on words and communicated a valid definition of discovering something enlightening by chance.

On Record:

Swiss engineer Georges de Mestral noticed burrs clinging to his pants and dog's fur after a hiking trip in 1941 (Orf, 2013). He noticed that the burrs consisted of hook-like structures that would cling to anything loop-shaped. As a result, he created artificial hooks that he called Velcro (taken from "velvet" and "crochet"). NASA was the first to use the material in its flight suits to secure items in zero gravity before becoming another advertised space-age product used in such products as lace replacements in shoes. 

Innovation through Error

Off Record:

Once again, the power of television compels us. When I think of errors that lead to innovation (or, in this case, good taste), I can hear a particular "Reece's" commercial rattle in my head. The scenario centers around two individuals bumping into each other and mixing their chocolate bar and container of peanut butter together (Disco, 2013)! Thus, a Reece's Peanut Butter Cup was invented through a simple mishap.

On Record:

Pharmacist John Pemberton was looking for a remedy for headaches (Orf, 2013). Some of these headaches' targets were those originating from the withdrawals of morphine and other drug addictions (Greenwald, 2018). Pemberton concoction, by design, used cocaine from coca leaves and caffeine from cola nuts (Orf, 2013; Greenwald, 2018). However, his lab assistant accidentally mixed the two with carbonated water instead of alcohol, resulting in the first Coke (Orf, 2013).

Innovation through Exaptation

Off Record:

Continuing the telemetry of television and how it shapes the mind, there is no better show to relate exaptation to than MacGyver. Who else can solve an issue with a paperclip, chewing gum, and the foil packaging it came in? Macgyver is the epidemy of problem-solving, engineering, and repurposing an item based on an ad hoc scenario (CBS, 2009).

On Record:

Pfizer originally developed the UK92480 pill to treat patients experiencing chest pain caused by spasms in the heart's coronary arteries, called Angina Pectoris, by constricting their arteries (Orf, 2013). While the pill failed its primary purpose, it had a side effect that increased the frequency and strength of erections (Greenwald, 2018). It was with that it was repurposed and rebranded as Viagra, which is one of the fastest-selling drugs of all time.  

References

Biel, H. (2020, November 9). The gecko reveals "15 minutes" origin Geico ad [Video]. YouTube. https://www.youtube.com/watch?v=vQIT1qRe1ls&feature=youtu.be 

CBS. (2009, February 28). MacGyver - my trusty paperclip [Video]. YouTube. https://www.youtube.com/watch?v=09UlB17cgKw&feature=youtu.be 

Disco, B. (2013, April 10). Reese's peanut butter cups commercial (1972) [Video]. YouTube. https://www.youtube.com/watch?v=GuENAWds5B0&feature=youtu.be 

Greenwald, M. (2018, September 25). 30 Life-Changing inventions that were totally accidental. Best Life. https://bestlifeonline.com/accidental-inventions/ 

Orf, D. (2013, June 27). 10 awesome accidental discoveries. Popular Mechanics. Retrieved April 21, 2022, from https://www.popularmechanics.com/science/health/g1216/10-awesome-accidental-discoveries/