4. Seizing external opportunities and developing future product performance

Innovation is a new product, service or process. But it's also an opportunity that only a few innovators seize. For example: there was a need for a low-cost writing utensil, yet only BIC® invested in this area to create the disposable ballpoint pen. Innovation also means finding a "space" for new products before others do. And these spaces already exist: we need to discover them in order to study and invest in them.

4.1 So what's your role?

Be aware of societal trends that may give rise to new needs. For example, the aging of the population in industrialized countries is creating new opportunities in housing, healthcare, home automation and financial services (see Designing new products for seniors

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Seizing external opportunities and developing future product performance