What is required to deliver innovation that meets evolving customer needs is a process of learning from the future.
The major financial gains in the digital economy usually flow from generating innovations that create entirely new markets by turning non-customers into customers.
Amazon has developed a highly productive value-creation approach called the PR/FAQ process. It starts by imagining the customer’s needs in the future and then describing in detail the offering that would meet those needs.
To get more consistent success in generating market-creating innovations, explicit attention to non-users is needed.
Exponential advances in digital technologies, and the interactions between them, are expanding the possibilities for market-creating innovation.
