This from today's Innovate on Purpose blog. It talks about why customers can fail to innovate due to limited perspective and personal bias. it counsels that to truly innovate you need to really get to know potential customers and their needs. In fact stating that gaining insight into customer needs is a paramount condition that must be met to innovate.
It further states that "current market reseach or market insight is often-shortsighted, biased and backward looking." Rather, the need is to engage customers AND PROSPECTS with new perspective and greater empathy, thereby engaging the customer and enlarging the problem set. This is the only means to get past doing what you are already doing (small incremental innovation at best) and find new opportunities for disruptive innovation.
Posted by Bruce Lehr Apr 3rd 2013.