You probably think that innovation is something people do in bright conference rooms with flip charts, colored pens, and sticky notes. If your answer is Yes, you are right, that’s how a lot of innovation is done but it’s not the only way it is done. Sometimes the best innovation happens, not when you are in a conference room, but when you are observing customers in the field.
This is because when you are with customers several things happen. You are watching a real customer in a real environment and you can experience this person’s world first hand. You are better able to put yourself in the customer’s shoes and understand their needs and frustrations as well as really see the details of their environment—things you could never do in a lab.
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This is because when you are with customers several things happen. You are watching a real customer in a real environment and you can experience this person’s world first hand. You are better able to put yourself in the customer’s shoes and understand their needs and frustrations as well as really see the details of their environment—things you could never do in a lab.
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