In his recent book, The Myths of Innovation, Scott Berkun argues that innovation does not happen in a flash of inspiration. Instead, it takes years of research to deeply understand a problem space. A designer who methodically examines, adopts, or discards various hypothesis about the topic is the one who comes up with the best solutions. In this talk, Indi Young will present a methodical (but rapid!) approach to invention. Using a mental model diagram depicting the behavior of a customer segment, she will show how to recognize when your current offerings could do better at matching needs and how to synthesize new ideas. With the ideas in this presentation, you will be able to think up new product ideas and improve upon old product features in a guided, strategic manner.

1. Innovation is Overrated
Matching Products to
Human Behavior
Indi Young

2. Understand Model Your Spend Time with
Innovation Customers Details
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3. Understand
Innovation
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4. Lots of people are talking about innovation
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5. Some are giving warnings about innovation
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