From one of my favorite thinkers - Rishad Tobaccowala
Insight brings humanity and people into the innovation equation. Since much innovation is eventually consumed by people, it is critical to understand peoples unstated needs by watching, listening and learning from their behavior. After all, the best innovation solves a problem, finds a better way of doing something or brings tangibility to an unspoken gap.
Fresh is a better word than new. New, really is about time and the calendar and not about a way of thinking. Fresh implies something different from the status quo. It is about a never seen or never thought about approach. Today, we see so many of the same images, and find so many of the same things all over the world, that we really wake up when we see or come across something fresh. So fresh that it fits no cliché and often requires its own language.
Connections is a about the process where the human mind takes the same letters of the alphabet but puts them together in a unique way to create something that is far more compelling than the parts that went before. All the components for innovation existed. The magic was in the connecting.
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