Innovation is putting customer problems first before even attempting to apply technology.

Many ‘innovation think tanks’ set up by large corporates often mistake innovation for creating proof-of-concept technology-led solutions. Instead, technologists should pay attention to the jobs of their users (Jobs to Be Done is a great framework for this) and the problems they face.

Innovation isn’t about creating the most feature-filled car in the world: it is about getting someone from A to B.