How creating experiences for underserved markets can be a key innovation strategy
It’s summertime, at least here in the northern hemisphere and chances are that August is a holiday month. Which might well see you sitting somewhere and watching an exotic sunset, glass of something suitably refreshing in your hand. As you see that golden disc slip below the horizon and the wonderful display of red shifting colour begins to settle towards nightfall you might spare a thought for the memory of Tom Gullick who died this month. Because for many of us jetting away to our exotic location might not be happening were it not for his innovation efforts….
An avid bird spotter (he held the record for the most birds (over 9000) spotted by an individual) he was a bit of a Don Quixote figure, not least because he took up residence in La Mancha in Spain and pursued a conservationist crusade during his later years, saving at least one species of duck from extinction.
But he has another claim to fame — as one of the founding fathers of the low-cost travel experience. His bird-watching abilities gave him good observational skills and led him to spot an opportunity in classic entrepreneurial fashion — and then to go after it with a passion.
Working for a hundred year old firm of shipping brokers (Clarksons) he was given the task one day of getting people to Brussels to attend the World Fair Expo58. The entrepreneur in him rose to the challenge; he chartered a DC-3 plane to fly from Southend airport and arranged coaches, refreshments and even a tour guide, offering the entire package for £6. It worked well but his interest was piqued when he found out that another entrepreneurial member of the party had seen his offer and bought a sheaf of tickets, reselling them via an advert placed in the London ‘Evening Standard’ newspaper for £8! That was the trigger.
He managed to persuade his rather conservative employers to set up a travel subsidiary and became a pioneer of what became known as package holidays. Coming after years of post-war austerity his offer of trips to places abroad, whether the tourist sights of Belgium or…