Future of the smart home by Emily Taylor and Manish Nargas, IDC Canada, #BigDataTO #SmartHome #ConnectedHome #AI
Notes from the #BigDataTO conference in Toronto
- By 2020, every home will have 40 connected devices – TV, appliances, health, assistance, security
- Wearables help consumers track and log their activities such as wellness goals, athletic training, weight loss monitoring, medication reminders, gamification of activities. 1 in 5 Canadians currently own a device as a wristband or a watch and 70% of those owners have no plans to upgrade or replace. 60% of consumers are not interested in wearables at all. Designs will be less obvious, have improved battery life, and use new materials like smart fabrics. Medical devices will have better reliability and validity and this will help the healthcare sector and be relevant for insurance companies
- Security devices – smoke alarms, motion sensors, doorbells, security systems, remote home monitoring. These devices offer peace of mind. It’s no longer about emergency services but monitoring to see if the kids are home, a window is opened, the jewelry box is still there, perhaps even see if it’s a friend or foe at your front door.
- Home automation – these devices will help us reduce energy usage, increase safety including devices such as thermostats, light switches, outlets, appliances. IKEA has launched a smart home lighting system with wire-free lighting at a lower cost than their competitor. They will bring this technology into every piece of furniture and curtains [window blankets 🙂 ]
- Personal health devices – These devices will result in increased awareness of monitoring. Health monitoring will take place from the home not a hospital and will result in fewer trips to the doctor and hospital. Connected clothing will help with this. Gym equipment brands now sync with health monitoring devices so you can monitor treadmill and walking together and get more consistent results.
- Intelligent assistants/bots – more natural way to interact with machines, removes the complexity of interconnections, vocalizes thought and activity, uses real time machine learning. Low adoption rates in Canada but many bots aren’t available in Canada. Connecting a speaker to the internet isn’t revolutionary but it can improve personalization. 60% of Canadians don’t care about bots but bots are here to stay. It is Alexa and soon will be your butler. It will be ubiquitous.
- There are gaps. Many devices are siloed right now. They have limited conversations with other smart home devices. The market is too focused on DIY right now as people want to solve specific problems not do the entire home in one shot. There is little support across the solutions.
- Do you need a smart-fork that monitors how quickly you eat? Do you need this fork to connect to your lights and smoke alarm?
Live note taking at the #IIeX conference in Atlanta. Any errors are my own.
Panel: The Next Generation of Market Research & Insights Creation
; Moderated by Leonard Murphy (GreenBook) with panelists Chris Enger (Periscope by McKinsey), Tamara Char (Periscope by McKinsey), & Simon Chadwick (Cambiar)
- Periscope by McKinsey is a suite of tools for collecting learnings, analytics
- Our entire industry is fragmented, over half of companies that source data did not exist ten years ago and they may not exist ten years form now
- Technology is not the driver of change, client needs and circumstances are the drivers of change, they are being asked to do far more with budgets lower than they used to be, they much get creative
- Behavioural data and analytics techniques to analyze that data is suddenly easily available and analyzable, this changes everything about being able to identify insights and work in an agile way, can get to 80/20 answers more quickly, we don’t need the 100% answer, we need to make progress on problem solving
- Are analytics pushing the business forward, are the ‘researchers’ falling behind and failing to get seat at the table?
- Need to elevate the quality and consistency of data so that the leadership is never getting three answers to the same question nor are employees hearing diverging answers
- You must have a c-suite leader and hopefully the chief financial officer who has a longer tenure in a company, not the chief marketing officer
- The CMO needs to spend time developing strategies not waiting to get data, let the machines do the heavy lifting so the team can spend their time strategizing
- What is the role of the methodologist, understanding fit for purpose of all the tools, this is why we’re seeing so much fragmentation,
- In the USA, people are attracted by tools. In the EU, they are more focused on ideas and creativity, and try to be creative all through the entire process. Need to be less technologically focused in the USA.
- Try assigning various people on th c-suite to BE a person in a segment, have them go shopping for her, experience her, all to get them to empathize more clearly, because c-suite lives are so completely different from their segments
- Is automation a dirty word? Machine learning templates and speeds everything up, may eliminate bias of an individual person although it will perpetuate bias that exists within the data
- We need to present data for ten minutes and then discuss the oilers and solutions for the remaining 50 minutes
Panel: The GRIT Report & Future Impacts
; Moderated by Leonard Murphy (GreenBook) with panelists Aaron Reid, Ph.D (Sentient Decision Science), Patricia Chapin-Bayley (Toluna), Rick Kelly (Fuel Cycle) & Isaac Rogers (20|20 Research)
- Automation is mostly used for analysis of surveys data, charting and infographics, analysis of text data, analysis of social media, sampling
- “My clients aren’t asking me for social media data” no they aren’t, they’re asking someone else
- Automation frees up time to expand capacity and do more, many things will soon be automated. We must adapt to this or fall by the wayside.
- Buyers are slow to adopt automation, automation is a dirty word because they think it is DIY and it will be more work. It will actually free up resources and allow you to do more once you are trained and moving forward.
- Do you want to be at a data collection conference in five years or at an insights conferences? Your business must adopt automation.
- People don’t CARE if you automate, they want better research insights and thinking. You must have automation to get there.
- Automation may not cut your budget but it allows you to move your budget into higher value endeavours.
- What should samplers do? Advise on representativity, enforce length of interview limits, consult on questionnaire design, restrict to mobile only, forbid mobile-unfriendly. it is an absutive relationship – clients don’t want to pay for consumer friendly and respectful questionnaires.
- There is no such thing as a non-mobile study. Every device must work and work well. You cannot run a survey without mobile respondents or you are guaranteed a nonrepresentative sample. Why is this even a conversation?
- If you aren’t thinking mobile first, you are being stupid. We spend half of our time on our devices. It is a data quality issue. [Cannot agree with this comment enough]
- Educating the researcher of the future – they need critical thinking and storytelling skills. We all need to be critical thinking experts, you shouldn’t in the business without that. We need to train the current workforce on how to do this. We’ve trained people on how to run cross-tabs but they need training on storytelling and turning insights into action.
- Quick research doesn’t have to be quick and dirty or poor quality
- The technology doesn’t matter, the platform doesn’t matter, we need to stop talking about the technology and focus on consultation, understanding the problem
What Customers Will Want: The How-To of identifying the future of customers needs and wants by Greg Yezersky, Oakland University
Live note-taking of the November 10, 2016 webinar. Any errors are my own.
- Average company lifespan on S&P was 65 years 50 years ago. Now, projections say it is about 18 years.
- 86% of original fortune 500 companies are gone; of fortune 100, 43% are gone
- Permanently excellent companies and industries do not exist
- Challenge: what is the root cause of success
- Research, concept, design, production, sales, all of this takes time. What people wanted before, they might not want anymore. We need to know what people will want in the future. We don’t have a crystal ball.
- Traditional approach is to follow trends, square shoulders and holes in jeans leads to new fashion trends so we adjust are machines for those, and then the trend goes away
- People don’t know what they will want in the future
- Don’t identify the right problem, identify the wrong problem. For example, a fish isn’t trying to escape the fishbowl, it’s aiming for a bigger fishbowl
- Purple ketchup and blue Pepsi were mistakes
- Innovation is gambling and much riskier, you win 50% of the time by gambling on red or on black
- Is the future knowable, it is not predictable, how do you know what will happen if you drop an egg off the roof… you predict it will break because you have a theory of gravity, science, you even know how fast it will fall
- Is there a science of innovation, what people will want, what innovations will succeed
- Need a theory that works in any market, any application, with significant risk reduction
- 90% of theories focus on the brain of the inventor, or you can look at evolution of systems, a sequence of steps, from phonograph to record to tape to disk to mp3
- evolution has order, it’s not purely random
- evolutionary forecasting needs – evolution is not random, set of natural laws
- evolution forecasting of the lawnmower – customer experience matters, forecasting is identify future problems and solve the problem, how do you ID the problem?
- How do you avoid wasting time by needing more oil, needing to sharpen blades, needing to try to start it 50 times, how to avoid me walking the machine over the lawn (robot mower)
- [more content in webinar but I had to leave]
Emerging Technologies – Are They Still Emerging? Lenny Murphy, GreenBook Blog and GRIT Report #NetGain2015 #MRX
Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.
Emerging Technologies – Are They Still Emerging?
Lenny Murphy, Editor-in-Chief of GreenBook Blog and GRIT Report
- Attitudinal, behavioural, and intrinsic data
- Foundational research is no longer taking months but hours
- Moving from questioning to discussing, from asking to observing, from data to insight, from understanding to predicting, from the big survey to data streams, from rational to behavioural, from quarterly to real time, from siloed to converged
- the traditional survey as the primary driver of information will decline
- Data science is not a hoity toity term for a statistician. It’s information technology and algorithms and languages and hadoop and R. It’s statistics on steroids.
- The future looks very different.
- Over the next five years, we are in the realm of DIY, non-conscious measurement is emerging such as facial scanning and automated emotion measuring, automation and AI in terms of very very smart devices, internet of things where all of your things will collect and share data from your shoes to your car, virtual and augmented reality will change our media habits
- DIY – there are many free DIY tools
- The ‘make it’ revolution – consumers can ‘print’ their own things, print some shoes, do an ideation session using a printer. cost of these devices can be as low as $100.
- Emotional measurement – facial scanning, shopping behaviour videos, eye tracking
- AI – tons of money going here, google has spent millions on quantum computers, these will just be part of everything we do
- Internet of Things – Internet as we know it might disappear. Daily lives are just always all connected. e.g., Microsoft’s hololense.
- Do a virtual shopping experience without a computer. But you still feel like you are in the store.
- Imagine a connect fridge [will it shop for me once it notices I’m out of BREAD AND MILK!!]
- Google Glass succeeded in every aspect they hoped. The real product will come out in the next couple of years.
- Gamification has never taken hold but many companies are working in this area. Game to map out neurons.
- Which companies will be our competitors for clients and budget? Google, IBM, Apple, facebook, AOL, Verizon, Comcast, Disney, at&t, GE, groupm, WPP, amazon
Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.
What’s Hot and What’s Not Hot: Ray Poynter, Director of Vision Critical University
- Ray’s book are for sale at the back of the conference. Find him and he will sign your book! (Yes, please!)
- What is still hot?
- Mobile is really big and that’s why Ray has written a book on it [buy it 🙂 ]
- Why is CATI so big – in this room, most people do NOT answer the landline in their home. Mobile used to cost more. Not sure if the person will be driving when you call a mobile phone. Hard to geographically target mobile phones like you could RDD.
- PEW research is top notch CATI probability surveys. It is the majority of what they do and they have just recently bumped the percentage of their calls that is mobile.
- Online surveys – 30% are attempted by people on mobile. Some people KNOW they are doing mobile and others don’t. May be 50% in just a couple of years. But only 15% of surveys are suitable for mobile devices. Most surveys are not optimized for mobile. Not thought about wording or question types. Not even checking the data to see if mobile vs laptop data are different.
- In 950 Tesco stores, they do surveys on tablets with geolocation, datestamp, etc.
- Heineken did a beer audit in Africa. Recruited interviewers, gave them a smartphone. Phone made SURE every location was geotagged. Photos of every location. Quality of data was far superior.
- Companies doing so are beginning to disappear because communities are more mainstream. Everyone has their own community.
- DIY is enormous in society. DIY travel, DIY bank machines, Uber, AirBNB, ZappiStore.
- DIY has spawned automation. If every idiot can write a survey, they will. So let’s make it safer.
- SurveyMOnkey is the biggest survey platform in the world.
- To be hot, it must be scalable and it must work – NPS doesn’t do this. 🙂
- DIY isn’t great with efficacy. There won’t be many neuroscience for dummies books in the near future.
- What is HOT right now
- In the moment – Ask the breakfast survey the very second you finish your breakfast. Survey about the hotel registration before they open their hotel room door.
- Location Based Research – Put a geofence around a starbucks so you know who walk in or out. This also attracts aggressive marketers, not just researchers. So the message on your phone could be a survey or a sales pitch – ShopKick. Do they turn on the microphone on your phone? Do they turn on your camera? Do they tell you they have done so?
- Microsurveys – RIWI, google consumer surveys. Usually 1 to 3 questions. Google is up to 10 questions. Won’t tackle your problems that have a high dollar value associated with them.
- Automation – Automate reports as well as research process. What do we add to this? What do we add to the trends? What canNOT be automated?
- Always choose the simplest tool – don’t need to take a picture of every window and find software to count those pictures. [sounds stupid but really think about it]
- What’s bubbling new and exciting
- Text analytics – sentiment analysis is getting better for all except twitter. much better for emails and letters to companies, comments on youtube, inbound call centers, which letters are genuine sales leads or complaints or bomb threats, reaction marketing.
- Web Messaging – Whatsapp, WeChat. People are doing less talking to everyone and more talking to individuals. In comparison, whatsapp grew WAY more quickly than facebook and twitter. This is massively scalable. Panel companies will go this way. [They already are!]
- ResearchBots – Processing time and moderators takes a lot of time. New things don’t work all the time and that’s why it’s bleeding edge. Not very scalable at this point
- NOT so hot –
- Facial coding – good with an extremely experienced trained person sitting in the same room. Via webcam isn’t quite so good. Fully automated is very clever but delivers almost nothing. Software can identify specific pictures but a human must still go and interpret all those pictures. Great for assessing people’s reactions to packages. Not a general purpose tool. Doesn’t suit most research problems.
- Webcam Qual – You don’t want to take video from home because you still have to brush your hair and change out of your pajamas. Webcam on the bus means everyone behind you on the bus sees the images too.
- Social media research – We thought it would destroy MR but it’s really a niche. Most research teams have scaled back on this. Maybe using tweets only. not used so much for insights but more for reactions to advertising campaigns. Social does answer questions not asked. Social usually doesn’t answer your specific research questions. Vendors often say “I agree it has under-delivered but my company is doing it right!”
- Social media 2.0 – integration with marketing, integration with survey research, integration with tracking, interrogative.
- BT Case Study – Net Easy – how easy is it to work with BT was a better measure than NPS. They looked online for people talking about ease or difficulty and responded with solutions. Achieved a 3.5million reduction in costs by doing this. 600 000 people who would have called a telephone were able to DIY from the website.
- What about passive data, gamification, biometrics, wearables, quantified self, Internet of Things, single source, neuroscience. There is too much stuff to register the quality of everything. You can’t learn it all.
- Gamification doesn’t solve a lot of problems but it HAS made us rethink what we’re doing it.
- Behavioural economics is really efficacious but it is incredibly specific.
- Passive data from phone recording everything you press and everywhere you go. Won’t see big movements here. It will be mostly qualitative.
- Big data is beginning to move but predictiveness is limited right now.
- Wearables – sharable is great but these people are not yet representative. Mostly qualitative and very targeted.
- Geotracking – very tiny right now, works well in qualitative. Can draw maps of where individual people went. Mapping ebola is a different story – limitations of cell phone towers in other countries makes it impossible to map journeys in small locations.
- Internet of things – only exists in minds and publishers right now.
- Single source – Means tying together many data sources, it’s a power battle, a methodology battle. WHO is the single source? The telcom? A research company? Privacy battles of combining data.
- Top 2 Things to think about.
- Mobile – traditional, in the moment, multimedia, passive
- Integrative and participative – 360 panels, databases, communities, social, mobile, qual, collaborative all together
- “We will always need faxes” “We will always need horse and buggies” ….. We will NOT always need surveys. Ray thinks no more surveys in 20 years – classic 20 or 30 minute surveys. Suspects only 33% of spend will be on surveys by 2019.
- We need to redesign our ethics – most of our ethics were established 60 years ago mostly by men, all of them white, and most of them dead
Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.
The Future of Research Storytelling: Ethnographic Animation by Kate Ertmann, President, Animation Dynamic, Inc.
- grew up in film and tv, in front and behind screen
- is animation just cartoons and moving things? it’s not just steamboat willie
- in snow white, everyone can related to at least one of the characters because it is such a great story
- “The Don” changes everything, he is a digital native, he is an animator at her company, he looks at all types of media on any screen, doesn’t care what kind of screen tv theatre mobile tablet, doesn’t matter if it’s live action or cartoon
- animation can be more engaging for the brain than real actors
- animation generates significantly higher conceptual understanding
- comprehension is higher for students who used computer animation – not just storytelling but comprehending
- animation can show what your eye can’t see, present something that doesn’t exist, convey complex information, exist in time, allow you to feel an experience [the movie “UP” makes me cry and how fake is that!]
- ethnography is the study of people today, from how people shop, at a certain, how do they clean their house, with this specific product; could be writing or videos, but how do you find meaning in that data, animation can be another tool for this
- marble answering machine – 1992 Durrell Bishop’s visualization of a machine; get a visual and you experienced it for yourself, if it’s only in writing or a list, you wouldn’t experience the timing, the texture, the sound, can critique both good and bad of the system – what happens when my 3 year old gets ahold of the marbles? the machine was never built which saved a lot of time and money
- when people watch other people, they unconsciously look at the specific people – she’s too young/old, is she american, look at her shirt, i want her shoes – but if it’s just a blue outline of a person, you focus on what they’re doing not what they might be like
- video of opening a package, for a left handed or right handed person, now test if your hands are wet from something else
- test new products or processes out using an animation
- scale the assets – ethnographic animation, ideation, new product visualization, virtual prototyping, working simulation, user testing, market introduction
- people eventually get attached to the characters, name them, and talk about them as if they’re real, a visual can bring people together
- it allows developers to see and feel what needs to happen, not just put a requirement to start building something, actually gives the beginning of the specs that engineers need to build it
- Video connects real people in real situations, testimonials, talking heads, but animation means you can’t temporarily ignore demographics, nationality, gender. it’s not to manipulate the data, it’s to focus the data.
- show off a new product with video but animations let you show it off before it exists
- video lets your capture a moment like surprise and delight, but animation lets your iterate, change, customize and do it again
- animation is not funny cartoons anymore, it’s a business tool
- ethnographic animation captures people’s experiences – weight, children’s products
- it does indeed scale
- don’t be afraid of failing, don’t freak out about solving a problem perfectly right away
Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.
Track: Tech Impact: Research Transformation
“Market Research in 2020”
- Gloria Park Bartolone, SVP, Global Fieldwork Operations, Maritz Research Inc.
- Patrick Comer, CEO/ Founder, Federated Sample
- Mary McDougall, CEO, CfMC Research Software
- Peter Milla, Principal, Peter Milla Consulting
Gloria Park Bartolone
- Mary McDougall
- the research process is unoptimized, technology vendors are small and narrowly focused
- technology often dictates methodology
- standards are slow to emerge
- innovation is on the fringes, it’s not happening in the mainstream online with smartphones and tablets, these are areas of growth
- innovation is where vendors add value or workflow automation or industry specific packaging or cost reductions
- Gloria Park Bartolone
- 3Vs will transform industry velocity, variety, and volume of data
- velocity transforms experience
- twitter has been around for 7 seven years, the iphone almost the same, ipad wasn’t on the market just 4 years ago
- digital wallet can help us get to point of sale, moment of truth
- iBeacon – can tell you not only the store but which aisle of the store, you can talk to someone when they are standing in front of the competitors product
- most methodologies from today will likely still be around but there will be a lot of new ones
- facial recognition has interesting implications, you don’t have to come with attribute lists anymore, may never have to ask opinions because we’ll just do a brain scan
- google glass will be figured out for market research
- new tech has privacy issues, we will be ahead of privacy challenges
- we have to pixilate people in the backgrounds of photo
- what is the best method of getting information as opposed to CAN we get the information, who will aggregate the information for us
- Patrick Comer
- the research process has a number of steps, problem is time between steps and it’s all labour intensive
- speed is going to be a defining factor in the choosing of vendors, as well as automation of designing, bidding, programming, fielding, analyzing, and reporting, seemingly more DIY style
- demographics are now far more targeted
- who will own the dashboard of all the datasets integrated into one for the CEO to review
- how much of data on a survey already exists in multiple other places versus completely new and only available. this is how to shorten surveys and make them tolerable
The Future is Wow: Trends and Technology That Will Define The Decade to Come by Sarah Kunst #CASRO #MRX
The Future is Wow: Trends and Technology That Will Define The Decade to Come, by Sarah Kunst, Venture Investor, Philanthropist, Startup Executive
- we were promised flying cars and driverless cars and now we kind of have them. everything that was supposed to come true is starting to happen right now. in the market, or will be in the marketing within just a few years.
- Super thin LEDs – 10 times thinner a human hair, ultracapacitors and nanowires in your clothes, graphene, thin film semiconductors. Imagine a computer the size of a finger nail, computers built into the thread of your clothing
- Panopticon now – Miss America was being stalked by a $40 piece of equipment, talking pictures of her from her own laptop, largest cyber sting ever, over 18 countries. Everything has a camera now and for $40 someone can access all of them.
- Are you worried that google is listening to everything you say? even if you’re not physically using google? everything you say on your phone, write on your phone is being recorded – even if you backspace and delete the text before you send it. when you tell your phone to ‘call mom’ it is recording that voice. facebook has my permission to track the ambient noises around me to listen to the tv shows i watch, all in the name of serving me better ads. [yikes!!]
- [hey speakers – pointing the slide clicker at the screen won’t help. point it at the computer 🙂 ]
- is this ok to do for national security? for serving ads? because it’s china or north korea doing it? when is it ethical, useful, need to know? about the messages I’ve never sent?
- Bionic – 3D printed casts – imagine how superheroes get a superpower? Well, if you get into a horrid accident now, we can actually fix you – hook you up to an exoskeleton and now you can lift and walk and stand like you never have before. you CAN get a robot arm controlled by muscles in your feet. 3D printed skin is available – you can 3D print based on only 10% of skin left after a terrible burn, will be used in field by the army in 2017.
- Asteroid mineral mining – a trillion dollar business and will deploy in 2017 to catch an asteroid and drill it. Does this mean we will never have wars again because we can get oil and more from asteroids? [of course not]
- Indoor farming – build farms in abandoned warehouses – 50 000 square foot warehouse is the equivalent of a 50 acre farm, imagine the savings from shipping costs, imagine all the “locally produced” changes
- Further reading to see what will be changing
- www.popsci.com secretly brilliant magazine your grampa used to read 🙂
- future is now and the future is wow
When The Future Begins – A Guide to Long-Term Thinking
Magnus Lindkvist, TRENDSPOTTER & FUTUROLOGIST
- B2B really means brain to brain 🙂
- in 1800 it took 6 weeks to move an idea from chicago to new york
- today, anyone can go anywhere within 47 hours, or 47 seconds if you use email
- time lag is our best friend today, it makes intention easy, R&D = rip off and duplicate
- cities used to look completely different and now they all have the same style of fancy modern buildling, they all look and feel like downtown LA
- business have done the same, ten years ago phones looked a little different, today all the phones look they same – same size, same shape, same colour – of course market research firms are all different [funny guy!]
- annual return on assets has declined over time, don’t look at equity because that can be manipulated
- if everyone has the same skill level, luck would have a large role. swimmers win by 1/1000 of a second. this is luck. We have free checkin. Oh yeah, we also have free wifi. Oh yeah, we also have free fitness.
- Improvements are really magic – when people started to live longer, when children lived beyond 5 years
- a lot of technology is fun or new, but certainly not magic
- do we make magic?
- IKEAfication – technology when it’s new is fun and sexy, technology needs to become boring to change the world, technology needs to become invisible and nameless to be used highly
- “internet connection” only has relevance to people who remember dial-up. for children, hearing about internet is as exciting as a toilet.
- [goodness this guy is funny!]
- aging society – people are living longer, the first person to live to be 200 has likely already been born
- if we live longer, we start doing new things in life
- in the fifties we invented teenagers. prior to that, you were a child for 3 years and then had your own kids at 14
- now, you have multiple careers over a long life, marriage is no longer a judicial contract to protect property, now its for love
- most companies want to grow by replication, expand into another country
- very few talk about growing by magic, how do you grow by magic?
- viagra was a failed blood pressure medication with side effects, now we can invest our money in some birds that are really angry
- we are frozen in uncertainty so we hoard cash in case we come across the next angry birds.
- should we compete or create? competing rewards familiarity. creating makes enemies.
- how long do you want to work to create one hour of reading light – in 1800 you had to work 6 hours, in 2014 it takes on half a second of work. lights could grow by replication – big candles, yellow candles, candle conferences, candle meetings. or you could build a lightbulb. new companies aren’t bound by what we’ve been doing all along.
- a good measure of progress is liberation.
- only ideas with true potential make you frown or smile. not something something big data something something social listening.
- look for secrets, unarticulated needs
- we look for ideas in the wrong people sometimes, just people they say the right things and sound intelligent
- to live is to poke around, we don’t plan everything and some of our ideas are bad
- look for secrets, experiment, recycle failures, be patient and persistent
- companies often feed problems and starve opportunities
- it is stupid to say “We have tried that before” Check out the history of the “Torn” song
- keep ‘making enemies’ at the top of the list, ideas that sound strange have potential to succeed