The Era of Human + Machine Innovation

Interview by Karen Christensen

In today's environment, organizations that don't keep up with customers' evolving needs are doomed. What is the best way to get a handle on these evolving needs?

The first step in understanding your customers is to accept the fact that you know very little about them. That way, you will remain open to learning. This point is critical, because customers are continuously evolving and adapting.

Once you are aware that you have a lot to learn, you can begin to observe customers: Simply watch, listen and engage with them. The concept of empathy is critical here — and must be practiced. Document what they say and do, and how they respond to different situations and contexts. Then, gather your best insights by grouping them into themes and categories that make sense to your company. Convert these insights into educated guesses, and you can then begin