Here's the story: You are charged with solving big problems
Human Centered Innovation
Historical data has its place. But it's not as useful for creating new innovation. Looking back will not help you move forward. If you want to innovate, you have to start with real people, not demographic segments. We will work with your team to do some deep exploration into the lives and problems of the people who lives we want to improve BEFORE restart generating solutions. Yes, we will use market research methodologies that are qualitative and empathetic.
A Portfolio of Ideas
Before you come up with the 1,000 ways your idea won't work, considering asking, 'What if, anything were possible?" Focus on generating multiple ideas instead of putting all of your eggs in one basket. Yes, you are guessing and it is uncomfortable because there will be times that you, wait for it...wrong. This is why you have options for the end user, your customer or key stakeholder to react to and pick.
An Iterative Process
Our process is iterative. We work with organizations to conduct real-world experiments to refine ideas, rather than running analyses using historical data. We don't expect to get it right the first time because we will iterate our way to success.