How Do You Innovate Successfully?
Innovation is incredibly simple. All you have to do is accurately predict what your customers want, need, and will pay for.
Oh, wait. Sorry. That’s actually very hard. At least with traditional tools.
So how do you find this information? Well, you can just ask your customers what they want. The problem, of course, is that with most truly breakthrough innovations, current and potential customers don’t actually know what they want before they see it. If you just try to deliver what they already want, you’ll never truly innovate. Even worse, traditional market research practices prove that often, customers have trouble articulating what, exactly, they want in the first place.