Innovation Begins with Insight
Successful innovation begins with killer Insight, and Insight seeks to make someone’s life simpler, more convenient, and more economical; perhaps even more worthwhile. An Insight, for the purposes of innovation, must be a penetrating customer truth rich enough to generate significant ideas that can help build your business. It must be penetrating in that it needs to be true for a large group of people. If it is not, then your potential business opportunity is limited. In other words, if you cannot drive business with it, it is not an Insight. It’s trivia. This is the Big Leagues. Trivia is unacceptable. If that’s all you have, try again.