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Better by mistake – igniting the innovation journey in organisations
We have been working with several clients who are incumbents in their category. They often confront a stagnating market. The key challenge is to innovate and grow the market as the market evolves. Clients have existing customer research/understanding. Often however, this is product focused data or does not consider the future changes. As a consumer empathy deficit develops and fails to provide a jumping off point/’what next’ needed for innovation. What client’s need is a robust consumer springboard.
The aim of this provocation is to generate discussion around the need for a framework that can help organisations start their innovation journey to address tough business questions.