The Recipe for Innovation Done Right

By: Susan Ganeshan

December 22, 2014

The importance of innovation can’t be overstated in the business world … but it’s also far from easy. That’s why I’ve broken innovation down into a quick-and-dirty recipe – three simple steps to keep your business moving forward.

The first requirement for innovation is empathy – which means truly putting the customer at the center of your universe, understanding the customers’ emotions and journey, and forming lasting relationships that will transcend momentary challenges or threats.

If you’re skeptical that this is the right place to start, consider Steve Jobs. We all wish we were as daring, visionary and innovative as Jobs … but we don’t always realize there was a secret sauce to his bold moves. And first and foremost, Jobs listened. One kernel of advice from the legend was this: “Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves.”

But beyond putting the customer first, Jobs also was aggressive and iterated. That brings us to the other two key ingredients for innovation: Experimentation, and iterating quickly. You must constantly be trying new ways to improve the customer experience … and then you must be aggressive with progress and base your moves forward on rock-solid evidence not just intuition.

The rest of this post can be read on CustomerThink