You need to make new things. Here's the problem. Most people don't like new things. Aeron chairs, Red Bull and the Smash Martians advertisments died in research.
There is a better way. Co-create with consumers. Not your average customers, but the hackers, the obsessives and the rejectors. The creatives, the crazy ones. That's what we do at Sense Worldwide. Here's some of the things we've found out in our adventures in Extreme Consumerland.