Want innovation? Creativity is not enough

In "not-service" industries, it does not matter if the product is made for the end customer (B2C) or for a company (B2B), its success is determined by the level of innovation that it introduces and this is the result of a perfect blend of technology and meaning. 

In order to do this, one of the most innovative strategy is building the improvement phase on user led innovation with what is called DDI: Design Driven Innovation.

It certainly does not hurt to be a creative company, but being only creative it is not a sufficient condition.

It is essential to build a network of relationships with non-encoded subjects that can interpret the socio-cultural changes that occur in contexts where people live (home, work, socializing) – potentially and positively connected with User Led Innovation.

The ability of these interpreters is to have a vision of how the future could be from the best starting point, but also understand how people could give a new meaning to things in new contexts. This is the key to successful innovation strategy based on the design.

But who are these interpreters, how to find them , how to recognize them? There are other companies in other sectors that have the same problem, Technology providers are looking for new ways to use their products: pure scientists , humanists, artists and cultural organizations . The best way is developing three main skills: listening, interpreting and directing.

How? Stay tuned for the next article!