It is so much fun to watch my kids running around in our garden trying to find their Easter nests. They try and fail, and try and fail, and… Of course, I always know if they will find something or not. Probably this is the reason why it is so much fun to watch.

It is still a widespread belief that innovation only works by trial and error. In this respect, innovation is like looking for Easter eggs. If this was so, I would still believe in the Easter bunny.

We say: Innovating the product offering can be done very systematically. By focusing on what really counts: the customers’ pain points. We have a method to discover those pain points and to focus your creativity on the few points that really matter. The result: No trial and error, but innovations that systematically grow the business.

And, by the way, wouldn’t you enjoy to watch your competitors looking for Easter eggs, while you already know where they are?