Unlock Experience Innovation with These Steps | Industry Insights | All MKC Content | ANA

Unlock Experience Innovation with These Steps

In my latest book, "Seeing the How: Transforming What People Do," Not Buy to Gain Market Advantage, I emphasize the importance of looking through different lenses to identify marketplace opportunities. One of these lenses is titled "Go the Rental Route," and a simple way to activate that lens and see the marketplace with fresh eyes is to go down to your basement (or storage locker if you don't have one) and take a look around.