For today’s discussion, I am going to focus on what I think are the most important roles at the front of innovation—the learning roles... I believe if you can outlearn the competition, if you can have a pace of learning that is faster than the competition, you can have a pace of innovation that is faster than the competition as well. So I want to talk about these three learning roles that we have found from experience are important and useful in almost all organizations.
The Anthropologist
There are three modes of learning, and the first one is called the anthropologist. It’s about learning from human behavior. It’s about getting out in the field. Getting away from your desk and going out and observing your customer’s behavior. Finding the latent needs, finding things your customers haven’t even raised their hands and told you about. If you can spot those latent needs; if you can see areas where your customer stumbles, or gets confused, or gets stalled out for a while; if you can solve those little problems... you are well on your way to coming up with innovations that can be valuable in the marketplace...
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