Innovation: Design the future

Lee Shupp and Adam Salter, with Don Abraham

Too often, brands design products and services of the future for the consumers of the present, but designing with the future in mind can bring benefits.

Innovation: Design the future

Lee Shupp and Adam Salter, with Don AbrahamThe Futures Company

Successful innovation requires a refocus from customer insight to foresight, which can unveil new opportunity spaces for development.

Wayne Gretzky, arguably the best hockey player to ever play the game, famously said: "A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be." Many innovation efforts play where the puck is, focusing on understanding the present. We're going to make the argument here that focusing on the future is the way to...

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