Author(s): Nathan Baird
Innovation is hard and rarely successful. Most innovations fail because of little or poor work at the front-end of the innovation process, that is, the initial pre-development phase where opportunities are identified and concepts are developed. The author shares his experience, tools and methods developed over hundreds of successful implementations and training of customer-centric innovation and design across multiple industries and continents. Through the Design Thinking method and a truly customer-centric approach to innovation, aspirational entrepreneurs, corporates and public sector workers across all levels, will learn to stop inventing solutions for non-existent needs and instead jump to the solution.