Before I became an innovation consultant I was an industrial designer. For 10 years of my career, I worked as a practising product designer at various agencies including my own. During these 10 years I started discovering a clear pattern in what made certain companies more successful at product innovation than others. This pattern can be summarized in these three points:
1. Companies that are successful innovators know what customers want. They have a very deep understanding of the lives of their customers, and the context in which their products are used.
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