The Human Side of Innovation

CHAPTER 2

DREAM HUNTING

In the strenuous effort to interpret the developing economic and social situation, large and small companies alike are gradually understanding that their innovation processes need to be rethought in order to, finally, put the human being at the center of everything. Some enterprises call this approach human-centered; others call it people-centered or consumer-centric. The goal is always the same: to design something for a real person. This is all fine and proper—but the exact choice of wording is important. The choice of words, actually, is often also an interesting indicator of the culture behind an organization, a person, or a professional community.

Don’t Call Them Consumers! They’re Human Beings

I don’t like the word ...