“1. Shared pain points need out-of-the-box solutions.
The most successful brands not only understand their customer journey from soup to nuts, but they also have their finger on the pulse of shared challenges—the ones that competitors have yet to solve.
2. Irrationality fuels innovation; insights inform design.
As the saying goes, “Necessity is the mother of invention.” Needs are rational, but solutions don’t necessarily start off that way; rather, they often begin life as irrational ideas that take shape in the pursuit of innovation.
3. Innovation always lives in the future.
Most brands are willing to do the research to understand their consumers, lay out their customer journey maps and then build a solution, but the biggest mistake they make is by stopping there. Can you imagine how different our world would be if we simply settled for the Wright brothers’ first glider? Of course not, because innovation always lives in the future.”