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People as a Source of Breakthrough Innovation

Stefano Marzano, Chief Executive Officer and Chief Creative Director, Philips Design writes about how Philips goes about looking for design opportunities.

At Philips,we apply this approach to three things: our market,ourselves, and our interactions with our consumers…By combining all the insights we gain from looking at our market, ourselves, and the consumer interface, we can arrive at a general vision ofthe future. On that basis,we can then work out, for the next few years, what new types ofbenefits we should aim to provide, what new competences we need to do it, and how we should interact with our end users.

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