Innovation Is 90% Psychological: Why Marketers Should Study Trust, Not Just Tech
Marketers love to talk about technology. Every day, there’s a new buzzword: AI, Web3, blockchain, the metaverse. But here’s a reality check, innovation isn’t mostly about technology. It’s about psychology.
In fact, I believe innovation is 90% psychological and only 10% technological.
This flips the traditional narrative on its head. Technology may create tools, but it’s our imagination, beliefs, and trust systems that determine whether those tools succeed, or fade into obscurity.
Why Psychological Innovation Matters More
Technology has limits. It’s bound by physics, coding, and computation. But psychological innovation? That’s limitless.
Take two of the most powerful examples in human history:
Money: At its core, money is meaningless paper or digital numbers. Yet because we collectively agree to believe in it, it drives entire economies and societies.
Sports: Games that we invented generate real passion, emotion, and billion-dollar industries. The rules are imagined, but the impact is tangible.
Both are proof that psychological constructs can be more powerful than technological breakthroughs.
Money as a Masterclass in Psychological Innovation
Money isn’t just a tool for transactions, it’s one of the greatest psychological innovations ever created. It works because we collectively agree to believe in its value. That shared belief and trust transform a piece of paper or a number on a screen into something with immense power.
What fascinates me is how an intangible idea can shape entire economies and societies. For marketers, the lesson is clear: true value is built on trust, and shared beliefs are the foundation of influence.
Sports as a Psychological Innovation Creating Emotional Engagement
Sports may be built on imaginary rules, but they create very real passion, community, and economic impact. They show how psychological innovations can spark deep emotional and social connections that shape behavior and loyalty.
For marketers, sports are proof that shared imagination can build powerful engagement and devoted audiences.
The Trust Gap in Technology
Of course, technology has given us incredible advances. Blockchain, crypto, Web3, these are technical marvels. They’re secure, decentralized, and innovative.
But here’s the problem: they’re not mainstream.
Why? Because people don’t fully trust them yet.
No matter how brilliant the engineering is, adoption always comes down to psychology. Until people believe in and accept new technologies, they can’t truly disrupt markets.
What Marketers Should Really Focus On
So here's the lesson for marketers: stop chasing shiny tech. Start studying trust.
The brands, ideas, and individuals who succeed are those who master the art of trust-building. That means understanding:
How trust is built and broken
Why people believe in certain narratives
What cultural forces shape consumer behavior
Trust isn’t just a marketing buzzword, it’s the fuel behind every successful psychological innovation.
The True Driver of Disruption
Disruption doesn’t come from technology alone. It comes from new belief systems, shifts in how people think, behave, and connect with ideas.
That’s why the marketers of the future won’t just be tech adopters. They’ll be interpreters of culture. They’ll know how to harness imagination, build trust, and spark collective belief.
Because in the end, the future won’t belong to the brand with the most advanced technology. It will belong to the brand people trust enough to follow.
Final Thoughts
The next time you chase the latest tech trend, remember this: the real edge comes from mastering psychological innovation. If you can build trust, influence behavior, and leverage imagination, you’ll create an impact far greater than what technology alone can achieve.
Frequently Asked Questions
1 - What is innovative marketing?
Innovative marketing is about going beyond the latest tools or trends and focusing on people’s psychology. It means building trust, shaping culture, and creating emotional connections. Instead of just chasing new tech, it’s about understanding why people believe, what they value, and how to earn lasting loyalty.
2 - Why is innovation important in marketing?
Innovation in marketing is important because it helps brands stay relevant, build trust, and connect deeply with people. It’s not just about using new tech, but about creating fresh ideas, stories, and experiences that influence behavior, spark emotion, and set a brand apart in a crowded market.
3 - Is innovation not just about technology?
Innovation is not just about technology, it’s more about psychology. Technology builds tools, but imagination, trust, and human belief decide if those tools succeed. Ideas like money and sports prove that psychological innovations can shape society even more than tech itself.
4 - Why is innovation important in a modern society?
Innovation is important in modern society because it drives progress, solves problems, and shapes how we live and work. It’s not just about new technology but about new ways of thinking, building trust, and creating systems that influence behavior, culture, and growth.
5 - Is innovation possible without technology?
Yes, innovation is absolutely possible without technology. Many of the most powerful innovations are psychological, like money, laws, or sports, built on shared beliefs and trust. These ideas transformed societies long before modern tech, proving imagination and culture can be just as disruptive as machines.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.