6Learn to hear the thundering sound of the thing that ISN’T being said. Paradigm-creep isn’t just a company phenomenon. It happens to consumers too. They often become so accustomed to embedded characteristics and compromises that they don’t even think or talk about them. (When’s the last time you got to work and said ‘boy, how about that gravity today?’) The great innovator needs to ask at every touch point what didn’t we hear that was interesting. We didn’t hear a single consumer say they had consciously decided not to save. We didn’t hear a single hint of loyalty in a conversation about loyalty programs. The unsaid is often the most telling thing on the journey to transformational questions, and the answers they unlock.
Fahrenheit 212 is an innovation consultancy that is engaged to deliver top line growth. To learn more about our transformational approach to innovation, visit www.fahrenheit-212.com.