"Nobody really cares about your innovation."

That's the cold hard truth about innovation according to Steve Levitt, economist, consumer behavior expert and author of Freakonomics. Now, that's not to say that consumers won't eventually use it or even be interested at some point, they just don't care that it is new or different or yours. Levitt says that new and different is no substitute for quicker, easier or cheaper.

Don Kingsborough, Global VP and GM of Retail and Prepaid at PayPal, agrees and has a point of view on how to get people to care. That, he believes, is grounding the innovation in the overall societal changes that people already accept. That's why smart mobile phones (and tablets) are object of every innovator's desire right now - people have them, love them and are never without them. But connecting that behavior to your innovation, and having the vision to see what others don't yet see to deliver quicker, easier, cheaper... well, that's where the rubber meets the road - and where he and Levitt will take their panel discussion on March 20th at The Innovation Project 2013. 

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