Innovators must deeply experience the world of their Customers
Introduction Miriam Webster defines innovation as a new idea, device, or method. Most people want to be innovative and often think that their good idea will lead to their success and happiness. Ralph Waldo Emerson is famously misquoted as having said “Build a better mousetrap and the world will beat a path to your door.” (Kassinger, 2002 p.128). Mousetraps have been created since the 1800s, but even since 1976 there have been 309 additional mousetrap patents filed (USPTO, 2014). However, if one goes searching for a mousetrap, they will probably find it gathering dust at the back of an old hardware store. ...
