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The Quest for Provocation
The Deliberate Management of Inspiration
If you only had 30 seconds I'd tell you:
Innovation is fuelled by new insight – a deep understanding of why people do what they do.
A good insight is like a well-fertilised garden – it can't help but generate green shoot ideas.
Insight is created by the serendipitous collision of provocative observations.
In most large organisations it's all too easy to get stuck in a rut with little opportunity to get provoked.
There are tried and tested ‘lenses of provocation’. Work through these and you can unearth a multitude of stimulating new observations.
The quest for provocation is always uncomfortable; take courage, get out of the office and go to the margins of your market.
You can't set out on this quest for provocation ...
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