How companies can systematically create innovations that customers dont even know they want

Technology Epiphany
An epiphany is a perception of the essencial nature or meaning of something. ..leads to a radical change of the experiance customers have when they use a product.

Philips Design
Department created by Philips in 2001 in order to systematically produce ephipanies Example: applications for reduce anxiety that patients experience when they undergo medical scans. Ambient Experience for Healthcare

Where is the opportunity?

You need to consider different points of view in order to explore all the possible ways to use the products and find new meanings of the product.

The entrepreneur administrator state of mind

Administrator (trustee) state of mind: can we substitute this for an old technology to better address customers existing needs?

Entrepreneur (promoter) state of mind: will this new technology enable us to create products and services that people find more meaningful than current offerings?

What resources do I need?

Few people, coming from different backgrounds, who could provide an unusual but solid interpretation of a complex scenario instead the most famous people in the field.