Successful innovations always start with the customer’s story.
The products and services people use AND keep coming back to, create a change in that story.
There is life before the product or service existed and a different life after.

And so if follows then, that we succeed by thinking less about what we’re creating, and more about what change we are creating. Starting with their problem and not our solution isn’t something that comes naturally to us, which is why commodities exist.

Meaningful innovations and brands that we come to love, make us feel different because that’s what they were designed to do from the outset. The magic happens when we put the customer’s story front and centre.

Image by Nest.