Customer-led innovation

Finding new ways to make customers feel great

Screen Shot 2016-05-31 at 19.49.21

Dan Dennett once said that ‘you should only assign yourself to a position when you can equally argue the opposite view – and in today’s world of content curation, filtered search results, and ‘people like you like’, it’s increasingly important advice to heed.

Screen Shot 2016-05-31 at 19.49.21 2

I believe that the only thing that really matters is how you make people feel. And so great innovation has to start with understanding people, asking questions and challenging perceptions to understand how we were, are, and will be:

We study history not to know the future but to widen our horizons, to understand that our present situation is neither natural nor inevitable, and that we consequently have many more possibilities before us than we imagine.’ Yuval Noah Harari

The purpose of looking to the future is to disturb the present. It is only by being disturbed that we stand a better chance of shaping the future rather than being its victims’ Gaston Berger

Screen Shot 2016-05-30 at 17.25.58 copy 2

Then, we need to create collaboratively, getting a diverse group of people together, being interested in each other’s experiences and opinions, and being aware of our own biases:

‘The trick to having good ideas is not to sit around in glorious isolation and try to think big thoughts. The trick is to get more parts on the table Steven Johnson

To be interested, be interestingDale Carnegie


Luckily for me, I have the pleasure of working with a wonderful group of people at The Foundation in London, discovering and connecting a deep understanding of what people truly value, to help clients find new and better ways of doing things.


We most frequently get asked questions about customer experiences, customer propositions, and customer strategies, working across industries and geographies.

So please do get in touch, and feel free to ask any questions or challenge any of my perceptions…

JJS round logo