Feeling Tense? Good, Let’s Innovate!

I recently facilitated an innovation workshop at a client and things got tense… really tense. And I couldn’t have been happier.

Normally, tension in any meeting is a bad thing, but in this case, we purposely got comfortable with tension because we used it to inspire innovation. As marketers, we know the most successful innovations address unmet consumer needs so our workshop focused on uncovering marketplace tensions as an avenue for new product discovery.

We’ll get back to how that’s done in a moment, but let’s start by defining what a tension is.

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