O'Reilly logo

Create Competitive Advantage with Innovation (Collection) by Luke Williams, Dwayne Spradlin, Alpheus Bingham, Inder Sidhu, Jeffrey Wager, Donald deBethizy, Michael Lord

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 2: Discovering a Disruptive Opportunity: Explore the Least Obvious

images

Being insightful isn’t a question of talent; it’s a question of awareness.

“The most important advances are the least predictable ones.”

—Sir Francis Bacon1

People often say, “Apple doesn’t do consumer research.” This usually precedes an argument against the need for market research of any kind. But, the designers at Apple do conduct research—it’s just not the traditional kind you read about in consumer behavior textbooks. It’s informal, impromptu, and driven by acute observations of the context in which their products are used. Being insightful isn’t a question of talent; ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required