The document discusses how corporate ethnographers can help companies innovate by gaining deeper insights into customer needs and desires. It advocates taking a more ethnographic approach to design that involves understanding what consumers truly value through open-source interpretation and collaboration. Seeing things from new perspectives by examining analogous cases can help rethink how companies approach innovation to develop long-term sustainable solutions.

1. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- A more competitive approach to design is through a more ethnographic method to find what consumers
value most.

2. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- Our linear interpretations should fill a deeper gap that will sustain a long-term innovative advancement,
seeking what's significant.

3. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- Analogous cases help to approach innovation by revealing new insights, guiding us to rethink how we
interpret things.

4. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- Corporate ethnographers use open-source interpretation to collaborate with other designers, business
people, innovators, consumers, and customers.

5. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- Corporate ethnographers will play a major role in helping companies understand complex human issues with
their engagement to understand the customers needs and desires.