Many innovative new products fail. I believe that too many innovation teams focus on their own innovation capabilities and neglect brand and culture. Teams are too quick to think about all the products they can create, without considering why they might do this. Innovation agencies often focus on process and design a process to generate ideas.
I believe that foresight and innovation are two sides of the same coin. If you want to create new products that genuinely resonate with consumers, then it needs to begin from a position of foresight and cultural intelligence. Innovation ideas must be generated in the context of the brand and culture that the product will live in. Too often ideas are generated with no context, and these products are not successful. Foresight is needed to start the process of innovation.

So what is foresight? First we must understand consumer insight. This is abo









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