Strategy to seek out customers and understand unmet or unarticulated needs. Deliver products and services that meet those needs.
Company needs to have an active engagement with customers or consumers
“Outside-in” innovation. Discovering needs in the customer and prospect base
Identifying needs, then linking to capabilities
Great breadth in innovation outcomes – products, services, business models, experiences
Innovation is driven from marketing and product/service development
Creativity – novel ideas that meet perceived needs or offer opportunities
Idea incubator – a safe harbor where employees can develop ideas without interference from company bureaucracy or politics