Para não dar um salto no escuro

Excelente texto, "How Gatorade Invented New Products by Revisiting Old Ones".

"First, reconnect with your core customers, and understand what gets in the way of them getting value from your product. Follow them through their acquisition, preparation, use, and disposal of your product, and watch for frustrations, challenges, or other barriers they face.
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Then, challenge your team to innovate around your customer’s value chain, not yours. What can you do to remove the barriers that prevent your customers from getting value from your products? These represent opportunities for complementary products.
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And finally, be humble about your ability to deliver those products. No matter how big or how capable your company is, there will almost certainly be another company who is better positioned to deliver at least some of the complementary products that you’d like to provide."

Ou de outra forma:

"it’s not a “clean sheet” approach. It focuses on innovating around an existing product for an existing customer segment in a way that makes that product more appealing and valuable. Second, it’s not just a diversification approach – it’s not a search for random products that will appeal to the same customer segment. Instead, it focuses on developing a family of diverse innovations that are all focused on delivering a single business promise; ... Finally, this family of diverse innovations is not an “ecosystem” – it’s not an uncoordinated set of competing and collaborating entities in a single industry. Rather, this family of innovations is centrally managed and carefully controlled to deliver on a single business promise."

Como não pensar em "Não é impunemente que se muda"