Innovators carefully,intentionally,and consistently look out for amall behavioral details in the activities of customers, suppliers,and other companies in order to gain insights about new ways of doing things.Ratan Tata got the inspiration that led to the world's cheapest car by observing the plight of a famoly of four packed onto a single motorized scooter.After years of product development,Tata Group launched in 2009 the $2,500 Nano using a modular production method that may disrupt the entire automobile distribution system in India. Observers try all sorts of techniques to see the world in a dofferent light.Akio Toyoda regularly practices Toyota's philosophy ofgenchi genbutsu"going to the spot and seeing for yourself."Frequent direct observation is baked into the Toyota culture