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Every company has them: those projects that must happen. The ones that open doors to new markets or even secure the company’s future. And yet… nothing happens.

Every company has them: those projects that must happen. The ones that open doors to new markets or even secure the company’s future. And yet… nothing happens.

Customer-focused work is important, right? Absolutely. When I work with companies on new ideas, I always start from the customer’s perspective. But what if that focus on the customer becomes your biggest pitfall?

Of the countless empty phrases in the office jungle, but one that I can’t stand hearing anymore is: “You need to think outside the box!” Always with that exclamation mark, as if it’s the holy grail of innovation.