Kevin Eastman and Peter Laird both loved comics.
They loved everything about them; the artwork, the stories, the characters and the communities of like-minded fans that they brought together.
When Eastman and Laird first met, a friendship sparked immediately after they realised they both shared a great passion for comic books. Soon after, they decided to start their own studio creating their own comic ideas together.
Their company, Mirage Studios began operating out of a home they rented in Dover, New Hampshire. (They called it Mirage Studios because there was no studio, just the two of them operating out of their living room.)
They worked on their ideas and characters at night and soon after had created a comic idea they thought could be a success, so they decided to pitch it to a number of comic book publishers around the country.
The idea, about a fugitive robot android called the Fugitoid, was rejected by every company they sent it to.
The Spark of an Idea
Despite this initial response to their work, the pair decided to continue to refine and develop their other comic ideas together.
And, one night while they were in their living room, Kevin thought to himself, “If Bruce Lee was an animal, what would be the silliest animal he would be?”
He took out some paper and drew a picture of a short turtle figure with nun-chucks and a bandana, and showed it to Peter.
The pair laughed at the idea, and Peter drew his own version of the turtle, adding a few others and making them into a group.
Next, Kevin added the words ‘Ninja Turtles’ to the top of the page and Peter added the words ‘Teenage Mutant’ on top of that.
The pair took out a 1200 dollar loan from Peter’s uncle and set about self-publishing the first edition of their new comic book, Teenage Mutant Ninja Turtles.
The rest, as they say, is history, Eastman and Laird’s idea went on to sell millions of copies around the world over the following decades and turned into one of the most successful film, tv and merchandise franchises in the world. In 2009 Viacom brought the rights to the brand for US$60 million.
Eastman and Laird are great examples, not only of sticking to your vision and passion in the face of rejection but of how new, interesting and valuable ideas can develop.
Existing Elements, New Combinations
There were plenty of comic books around in the 80s about robots and superheroes, but no one had heard of Ninja Turtles before, and particularly not Teenage Mutant ones.
So it was a unique combination of these contrasting elements that made the idea appealing.
The first 1300 copies of the initial print run of Teenage Mutant Ninja Turtles sold immediately and it began to gather a dedicated underground fan following.
It wasn’t long before toy manufacturers and producers came knocking and the idea began to launch into the mainstream.
Niche Market + New Combination = Opporunity
If we look around, we can see the result of these types of combinations being applied around us in a variety of innovative ways every day.
It was the combination of a gas engine and a horse cart that gave us the original automobile, and then the combination of the automobile and electricity which has led to the development of electric cars.
It was combining all of the martial arts in one sport that led to the creation of the UFC.
And it was combining the Internet with virtually every niche in existence; from books, to search, to holidays and social groups which has given us companies like Amazon, Netflix, Google, Airbnb and Facebook.
A niche market plus a combination of existing elements equals a new opportunity.
For Eastman and Laird, it was the combination of turtles, ninjas, teenagers, and mutants combined with their particular love of comic books that led to an idea and brand that grew into what it is today.
Innovative ideas can come from anywhere, and they often seem silly or are ridiculed at first. All great innovations are mocked to begin with, before they become the norm.
Innovators are willing to look at how existing components can combine in different ways and be used in new markets, then they commit to creating and sharing it.
What interesting combinations stick out in your world? Are they as ridiculous as a group of mutant turtles?
