Meeting Demand

...demand pull works inside the organization as well, as a driver of process innovation.

Necessity is the mother of invention, so making sure you understand user needs will help you pick up clear signals for innovation. Getting close to actual or potential customers and understanding their needs will help you understand user needs.

Market research is one good source of this, as are customer service and complaint records. Needs are not just about external markets for products and services -- demand pull works inside the organization as well, as a driver of process innovation.

ACTION POINT: Pay attention to sources of frustration highlighted by your workforce, and plan innovation to ease them.