I help companies to succeed in innovation; by aiming high and deliberately targeting consumers’ “higher needs”. I’m an effective innovator because I focus on solving BIG problems. I also see innovation as a means to an end, not the end goal.
Companies often make the mistake of viewing innovation as a set of unconstrained activities with no discipline. In reality, innovation needs to be designed as a process from start to deployment. It starts by generating ideas, but the hard work is in prioritizing, categorizing, gathering data, testing, and refactoring.
Innovation will always be hard, and companies can with our help aim high and develop comprehensive capabilities to increase their likelihood to emerge as winners.