To start with, and before we embark on a detailed close-up of the model, I may need to present the reader to a “disclaimer.” In many projects where the task at hand is to develop “another” product or service within an already overcrowded category, a product which the consumer may decide to pick off the shelf or let it be, following what I in an article in 2002 labeled “soap dish design,” a term adopted by at least two national newspapers in a number of following articles, a process like the one described might appear as overkill, unless, of course, you want to challenge whether or not to actually develop such “another” one. I guess that the precondition for meaningfully using the INNOLITERACY model as a guide, the ...
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