New ideas come from seeing, smelling, hearing—being there.
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When you’re off your own beaten path, however, you are more open to discovery: when you travel, especially overseas; when you rent an unfamiliar car; when you try a new sport or experience a new activity.
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"Innovation begins with an eye."
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Indeed, we believe it’s not even enough to ask people what they think about a product or idea.
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Moggridge Associates in London
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redesign a critical medical instrument used on heart patients during balloon angioplasty.
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Seeing and hearing things with your own eyes and ears is a critical first step in im
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Since that time, the firm has steadily grown and diversified, without ever seeing an unprofitable quarter.
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ID Two in San Francisco, and Matrix in Palo Alto
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We’re not big fans of focus groups. We don’t much care for traditional market research either. We go to the source. Not the "experts" inside a company, but the actual people who use the product or something similar to what we’re hoping to create.