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Cool technology alone is not
enough. If it were, we’d all be
riding Segways and playing with
robotic dogs.
New opportunities for
innovation open up when you
start the
creative problem-solving process
with empathy toward your target
audience.
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Look wider. Don't focus too much on
your competition – spend as much time learn from noncompetitive
industries as well. Knowing the state of the art or the soon-to-be
state of the art in one industry can give you a jump in your chosen
field. |
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We
are not funs of focus groups. We
don't much care for traditional
market research either. We go to
the source. Not the "experts"
inside a company, but the actual
people who use the product or
something similar to what we're
hoping to create. It's precisely
this observation-fueled insight
that makes innovation possible.
Uncovering what comes naturally
to people. And having the
strengths to change the rules.
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Go
out and find some real people.
Listen to their
stories. Don’t
ask for the main point. Let the
story run its course. Like
flowing water, it will find its
own way, at its own pace. And if
you’ve got patience, you’ll
learn more than you might
imagine.
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