Human Stories, Not Big Data, Are The Heart Of Innovation
Innovation is one of those words that you hear everywhere with lots written about how to do it most effectively. But when faced with the task of innovating, it can be a bit daunting to know where to start.
Often the first place to start is to get data on your customer or market. Data feels safe and reliable in the uncertain world of innovation – often the bigger the data, the better.
There is no doubt that Big Data is incredibly useful and increasingly sophisticated analytics allow automated connectivity of big data to guide smart, fast decision making at a strategic level. But too often we see clients who are awash with data and still don’t know where to go next when designing their products or services.
The problem is that while it can help you understand what is going on with your customer or user, it doesn’t always give you an insight into why. It rarely unlocks the motivations, tensions and desires behind people’s behaviours. So, it can’t help you understand the meaning of your product or service in their lives. It’s a bit like looking at a city through Google Maps – you can see the roads, layout and buildings, but you still don’t really know what it feels like to be there.
We believe that the best innovation comes from getting to the human stories behind the big data, and that means doing in-depth research with real human contact. It also means understanding and applying cultural trends.
If you unlock these stories, you get to the heart of what your innovation must do – it must change the story for your customer/user and must have meaning for them. In the end, it’s the human stories that get you to brilliant innovation ideas, faster.
People don´t buy goods and services. They buy relations, stories and magic.