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" Observe real people in real life situations to find out what makes them tick: what confuses them, what they like, what they hate, if they have latent needs not addressed by current products and services. "
The Art of Innovation: Lessons in Creativity from IDEO, America's Leading ... - Page 6
by Tom Kelley - 2007 - 320 pages
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The Seeds of Innovation: Cultivating the Synergy that Fosters New Ideas

Elaine Dundon - 2002 - 264 pages
...the market, the client, the technology, and the perceived constraints of the problem. They observe real people in real-life situations to find out what...what confuses them, what they like, what they hate, and where they have latent needs not addressed by current products and services. For example, if they...
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Innovation: Harnessing Creativity for Business Growth

Adam Jolly - 2003 - 186 pages
...challenged, but it is important to understand them at the start. • Observe real people in real life situations to find out what makes them tick: what confuses them, what they like, what they hate, if they have latent needs not addressed by current products and services. • Visualise new-to the-world...
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Leadership Lessons: 10 Keys to Success in Life and Business, Volume 7

Greg Swartz, Julie K. Thorpe - 2008 - 151 pages
...technology, and the constraints on the problem, IDEO observes people in real situations in that market, to find out what makes them tick — what confuses them, what they like, what they hate, and where they have latent needs not addressed by current products and services. IDEO's designers visualize...
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