The epistemology of innovation is somewhat strange in regard to objectivation. As the appreciation of a design is subjective, one has the rather strange relation that the objective of a reasonable design approach is again a reasonable decision. However, this decision is but taken as a fact. Therefore, the usual objectivation by physical evidence disappears—or is paradoxically already included within the design approach. This seems to be a bit dubious yet promising for a reasonable marketing and the overcoming of the innovation barriers.

This peculiar self-reference of a design approach helps to generate, perform, and offer something suitable because the designer does already represent characteristics of a probable customer, too. Scientifically, ...

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