When it comes to advancements in technology, NASA stands at the forefront, consistently pushing the boundaries of innovation. Beyond moon landings and Mars rovers, its space programme has sparked research and innovations that impact our daily lives.
The next time you take a selfie, you can quietly thank NASA for making this possible. NASA researchers improved and miniaturised the image sensor in cell phones, making it lighter and capable of capturing clearer photos.
NASA also gave us technology readiness levels (TRLs), a system which measures how prepared a technology is for use, from early stages to widespread adoption, guiding decisions in research, development and funding. Developed in the 1970s, however, the TRL method may have become outdated, at a time when new technology, particularly artificial intelligence, is emerging almost daily.
Innovation bodies in Europe say the system offers no guidance on whether any new idea currently being readied for the market will be wanted by anyone, or whether they will be able to make use of it.
Instead, they are using social readiness scales to give a reality check to researchers and engineers who might be too focused on what their innovations can achieve.
At Innovation Fund Denmark, which offers funding for close-to-market projects, especially those with high disruptive potential, the question posed is – how do we make sure that what we can develop from a technical point of view, is also something that society wants?
Not having the answer can have serious implications for the future of an innovation. It’s something that Middle East tech founders, startups, and investors, must now place at the top of their agenda.
Currently, according to the Netherlands Organisation for Applied Scientific Research, many social aspects are dealt with much too late in the development process. As a tech investor, I identify with this, and my advice to founders is to make sure your focus on tech excellence, innovation, and AI adaption is matched by your thinking on who will want, buy, use and endorse the product or service you’re developing.
Lack of user acceptance can kill a brilliant idea. Maybe you have a unique advanced communication device ready to launch, but for all its technical prowess, the device faces resistance and rejection from users because of language barriers, social etiquette differences, or privacy concerns.
Perhaps you’ve developed an AI system for autonomous decision-making, but you face a backlash for making decisions that conflict with societal values, raising ethical concerns and damaging your reputation.
As a fintech startup, you may have ignored regulatory requirements when developing a new digital payment solution, and face legal challenges, regulatory hurdles, and potential bans, hindering market entry and creating financial and reputational risks.
Or you’re a tech firm introducing a drone delivery service, without talking to local communities which turn against you due to noise pollution, safety concerns, or disruption of their daily lives, resulting in public protests.
Not considering social readiness can result in problems like market rejection, ethical issues, and regulatory challenges. Successful innovation requires an understanding of both technology and societal needs.
Research, practical thinking, and common sense can help you navigate challenges and succeed in global markets. You can also learn from the examples set by Souq and Careem, which used tech effectively to create great Middle East success stories, while avoiding the pitfalls of being obsessed with it.
As an entrepreneur who cares deeply about the new ideas I support, I’m eager to invest in technology, research and innovation that has impact, for example producing economic growth and new jobs.
Taking this further, I want to work with startups committed to making the world a better place, developing technology which can allow future generations to thrive.