Page 82 - Free the Idea Monkey
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3. Be very careful about the language Intelligence is learning
you use. In this case, “voice of the customer” from your mistakes.
should be taken literally. Customers recog-
nize, respond to and build from their own Wisdom is learning
words more than yours. So use their language from the mistakes
when exploring insights, writing concepts of others. When it
and introducing new products. I mentioned comes to innovation,
the insurance industry as an example earlier. wisdom is faster
But think about it. When was the last time you and less painful.
heard someone in your family use the word
“wellness”? Yet healthcare companies can’t — GMM
say it enough. They are in the jar too.
67C H A P T E R 4
