18.4. Protocol 1: Idea Generation
Innovation originates with ideas—fresh ideas, different ideas, out-of-the-box ideas, streams of ongoing ideas. Leaders inspire new ideas by focusing on customers, encouraging risk takers, and forming alliances.
Most product and strategy innovation comes from gaps or holes in existing customer expectations. Outside-in innovation occurs when leaders have the capacity to define target customers and analyze their unmet needs in new ways. General Woods identified the impact of freeways in the United States as a forerunner of suburbs, where people could live apart from where they work. With this insight, he was able to invest in Sears stores in suburbs, where people lived, rather than in urban areas, where they worked. ...
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