Innovation Theft and Land Speed Records: What Do They Have in Common?

At first glance, innovation and design theft might seem worlds apart from the high-octane realm of land speed records, but bear with me - there’s is a connection.

This week, I saw a post on LinkedIn from a packaging expert who I had not long connected with. I thought the content looked familiar and could see they had “drawn inspiration” from an article I wrote back in January 2020 while at DS Smith, which was published in Packaging Europe. Although reworded, the influence, content and general message was unmistakable, even the supporting graphic was very alike. However, this wasn’t the first time this piece of work had been repurposed this way. A small packaging company once went so far as to copy my article and graphics word-for-word, rebranding them in their corporate colors and posting them on their website as their original content. Knowing they were a smaller company, I reached out directly. They were apologetic, explaining that the employee responsible was no longer with them. I gave them a choice: either credit me and Packaging Europe, or remove the content entirely. Within five minutes, they had kindly took it down as agreed.

Over the last three decades, I’ve faced several instances of my designs and innovations being copied. One of the most difficult involved a project I developed over 18 months in my spare time. I shared it under a Non-Disclosure Agreement (NDA) with a respected industry leader in the UK, only to be ghosted shortly after our initial conversation. A year later, the product appeared at a major exhibition as their latest innovation. In another case, an e-commerce packaging solution I created while employed was not patented, but won an award, ensuring I have clearly recorded proof of the original creation date and design. Within less than 12 months, two large packaging suppliers had used the concept to highlight their own creativity, with one even featuring it in promotional materials for their new innovation center.

As you can tell, this issue is deeply personal to a creative professional. We pour our hearts, souls, and sometimes even a bit of blood into our work—quite literally if you’re not careful with the scalpel during prototyping. Early in my career, I would get angry, upset, and hurt when others passed off my work as their own. My focus was on them: how could they do this? Could I sue? But the reality is that large companies know the legal odds are in their favour, unless you have the financial resources to take them to court.

Now, my reaction is different. Instead of anger, there’s a minor irritation followed by laughter. Why? Because in many cases where I have been copied, those companies struggled to market or sell the stolen concept. Without understanding the full development process and the nuances behind the innovation, they couldn’t effectively take it to market. By the time they launched, I had already moved on, developing two or three new iterations based on my learnings. Essentially, they were trying to sell a prototype or outdated version while I was already miles ahead. The article that was reposted recently? I developed and evolved the methodology through the many experiences and insights I gained since writing it. The information they shared was over four years old and has been presented already at a number of workshops, conferences and in the press during that time.

The Connection to Land Speed Record Holders

So, what does any of this have to do with land speed record holders?

The connection lies in resilience and the relentless drive to innovate. In the early days of land speed racing, pioneers didn’t waste time dwelling on setbacks or competitors copying their ideas. They didn’t spend months talking about what they were going to do, they just put their heads down and focused solely on their goal: to be the fastest.

Take the vehicle known as Thunderbolt for example. It was developed in just seven months and built in six weeks, not only pushing the boundaries of innovation and design, but also setting new records and making history. The competition was fierce—speed records could change hands in a matter of days. But these record-setters never gave up, they kept pushing for that one goal: the land speed record.

While my challenges aren’t life-threatening like those of land speed racers, the takeaway is similar. My advice to all creatives, innovators, and designers is to never lose faith in yourself or your ideas. You have created something valuable once, and you will do it again. Instead of fixating on what was taken from you, channel your anger, frustration, and passion into pushing forward. Use the knowledge you have gained to make something even better.

A Word of Caution and Encouragement

To the less experienced: don’t be too trusting, even if someone or a business has a strong reputation in the industry. Business is business, and money often drives decisions, not ethics or respect for innovation.

To the copycats out there: good luck trying to keep up… the true innovators aren’t looking back - we are too busy forging ahead, focused on the future and ready for the next and exciting challenge that lies ahead.