Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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CULTURE OF REVOLUTION · Customer Obsession Fight the confidence that you know your customer IN 2006 I WAS PART OF Stanford Executive Education's very first Cus- tomer Focused Innovation program, led by Bob Sutton and Hayagreeva "Huggy" Rao. I was privileged to learn with a group of colleagues that in- cluded ceos and innovation heads from the world's hottest companies. Our team was working on a project for BP and our goal was to optimize the gas station store. I can make a gas station better. Where do I begin? 122 The project seemed straightforward and with rockstar innovators in my group, I was ready to start being creative. But despite the qualifications of these individuals, we were told that our first step would be to spend six hours in a gas station. Seriously? We were all senior level innovation executives who had purchased gas hun- dreds of times. I was open to learning, but six hours seemed excessive. One of the most difficult barriers to customer observation is the belief that you already understand your customer.

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