Segment 1: Using observation to find the unspoken needs and wants of customers Simple approach – Use feedback from customers (complaints, emails, etc) Go deeper Active Observation – get our of the chair/office and go to where the customers are Active Reflection – after the observation, go back and dig deeper in the information you gathered Use empathic...

  How do you look at your customers?  Do you put a face to them?  Do you make them real so that the team creating the innovations has a clear target? The one thing that gets me going is when teams start talking about customers in terms that are meaningless to innovators.  The one that I’ve come across most is when teams categorizes customers...