diversified consumers' needs,
even if those consumers are very different from yourself, if you
want to anticipate their interests and needs. The best products
embrace people's differences.
Practice focused and insightful
of right people – those who do things a little differently –
in motion, in their natural settings; combine careful watching with
occasional well-chosen "why?" questions.
Keep close to the action –
inspiration often comes from seeing, hearing, feeling – being there.
Sensory immersion is a powerful source of
practice it every day, weave it into the
cultural fabric of
an integral part of your workplace
expect to find answers from unusual places,
change hats, spark people to think
beyond the norm.
Encourage boyish pranks and wild play
in the office – they don't just pump
up the team, but also create an atmosphere
where you naturally take chances and solve