How do you define the future of your business? Inspire growth? Disrupt a category? Outsmart your competition? Have impact? Not from behind a two-way mirror, that is certain. 

Conventional user research has a tendency to work with a homogenous sample of people to deduce mainstream consensus. Similarities over differences. Validation over inspiration. But since when does more of the same lead to breakthrough innovations? The result: me-too strategies. Instead, we need to go to The Edge and bring together people from different backgrounds, with divergent points of view and varied experiences, to stretch our thinking and inspire ideas we previously hadn’t thought of. That is where growth strategies are born. That is where the future lies.

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USA Neil Cooper
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