5. Mistakes to avoid
5.1 Give the answer in the question
The brief would, in fact, be focused on the object and not on the user objective. You'll be focused on improvement, not major innovation.
Example: identify a major innovation in dishwashers. The answer lies in the question: the expected result is a dishwasher! But the user objective is not focused on the object...
SCROLL TO TOP5.2 Working on an "update" of an existing innovation brief
You'd be making an improvement brief, not an innovation one....
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