Today I was interviewed on ABC Radio National’s ByDesign program on how our expectations of beauty are increasing. You can listen to the interview here.
At one point the conversation shifted to how companies could generate the innovation that will meet the soaring expectations of users.
Notably through the work of MIT’s Eric von Hippel, companies have grown to recognize the critical importance of co-creation in innovation, and in particular the role of ‘lead users’. Lead users are typically those who find new applications for products, extend their use, and are the most discerning.
In the interview I was asked how companies can find these lead users to help them innovate.