The attitude of “I’ll know it when I see it” or “They don’t know what they want until it exists” is usually at conflict with investors demands for ROI risk reduction. How can you beat this roadblock. Here’s how.
In Which Research in Design Creativity and Innovation? the breakdown of “new products should be designed for intended and anticipated consumer usages” shows the attitude of what people don’t even know they know they need. Why do designers do this? What is the purpose of creating what has not been created? Behavioral changes for philosophical vision and firms that do this succeed.
