I start all projects with a healthy dose of secondary. I highlight shifts in the market and create provocative tensions to re-frame the problem. This approach to innovation is grounded in futures thinking and is all about showing what is possible. To counterbalance that grand sense of optimism, I rely on human-centered research techniques to reveal the needs and motivations of consumers – i.e., what people actually want.

The value I provide is 'telescoping' back and forth between what is possible and what is wanted. By bridging this gap, I help companies figure out what they can do to create new value. And rather than take a narrow, incremental approach to product innovation, I identify opportunities to innovate across the entire organization.