This is what I call “innovation for innovation’s sake.” It’s the tail wagging the dog. The bored marketer says, “Dang man, I’ve got this cool tool available. I’ve seen other people playing around with it. I wish I could do something with it too.”

Examples one hears frequently are things like, “Hey, we should get a Twitter account,” or “We want to start a blog. What should we blog about?”

The best innovations, the best ideas come start with a problem the consumer needs solved.