When it comes to creating innovative products, market research is not the best strategy.
Do not ask customers what they want when it comes to creating and introducing new technology and innovations.
Why? Because according to leading voice on innovation, Scott Anthony, managing director of Innosight Asia Pacific, “customers lie all the time... not intentionally of course, but because they cannot tell you what they want in terms of new technology, especially disruptive technology until it is in front of them.” If you don’t know what you don’t know, how can you know what you want?
These are just some of the conversations taking place at the Ci2012 Creative Innovation conference ‘Wicked Problems, Great Opportunities: Leadership and courage in volatile times,’ held in Melbourne on November 28-30, 2012. I was able to attend this great event, along with over 600 other delegates and a strong line up of some of the most innovative thinkers in the world.
As people grapple with the many changes, especially disruptive technologies and ideas, it’s worth looking at how smart companies introduce new products and concepts to markets and make buying and selling easier.