5. Conclusion
We encourage firms to pursue ethnographic, fieldbased innovation, supported by rapid prototyping. Intensive deep dives once or twice a year should be sufficient. It is our belief that the absorptive capacity of most organizations is limited to two or three bold ideas per year. Select a new consumer segment, assemble a multifunctional team, and send the members off to where target users live, work, and–—just as important–—buy. This will be the truest source of your next product and service innovations.
