Inventive insights

From a ‘product innovator master practitioner’ that I met today:

“Innovation without insight is invention”

What she meant was that invention is the creation of something out of nothing, and that the ‘nothing’ includes an absence of customer insights.

It’s a pretty sad statement but probably a true reflection that in Australia the concept of solving heavily-researched customer problems with genuinely new invention is totally foreign. To such an extent that the word ‘invention’ is not even understood in business.