MICHAEL FRIDJHON: Reinventing the wheel in the wine-making industry

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Neil Ellis's creative solution to becoming an entrepreneur rather than an employee transformed the wine industry.

Neil Ellis's creative solution to becoming an entrepreneur rather than an employee transformed the wine industryThe much-abused term “reinventing the wheel” — together with near synonyms such as “shape-shifter” and “pathfinder” — implies a change so significant that the place arrived at is qualitatively different from wherever anyone had been before. Not just a better wheel, but a wholly reinvented one, an undiscovered country, another dimension.

If these terms are not devalued to insignificance, there can be very few reinventors or shape-shifters in a generation. The metaphorical producer of the “better mousetrap” is unlikely to deserve the sobriquet; Kalashnikov’s tweak to automatic assault rifles was commercially significant — which is why the AK-47 has been so successful — but it was hardly a game-changer compared with the invention of gunpowder or the atomic bomb.

 

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