While innovation is the key to staying competitive in the industry, this supposed “innovation” is too often only a reorganisation of an existing offer that sometimes fails altogether.

Some would say, well you learn from your failures. But how many organisations today have the stomach for “expensive” failures that may even destroy the business altogether? So, is this then a catch-22?

The world of design offers some lessons for this predicament, but to learn these, businesses need to step away from what they see as the “problems” in their existing offers and take a better look at the surrounding business and consumption environment. They need to consider the lives and journeys of their customers for clues to understand the real reasons underlying these so-called problems.

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