Find a paradox and you will find an opportunity to innovate.
Most paradoxes are based on closed-minded conclusions, assumptions, outdated information, dogmatic limitations, single-value concepts, narrow scope — mostly due to the use of a limited number of perspective(s) or static ways of thinking.
For example, today there are many humane interests that are still posed in dialectical oppositions (e.g.
- humane social change vs. business
- business vs. environment
- total population education vs. business
- total population health vs. business
- total population wealth vs. business
Some companies have been widening their business scope to solve social-ecological problems while making a profit. They are creating new markets, and they are providing people tools, while solving social problems.
Those companies that use ethnographic research, and take into consideration human factors, along with cultural factors, (belief system factors, religion factors, tradition systems, identity systems) will have an advantage.
It’s no longer a race towards selling the same product to everyone but a race towards contextualized products for contextualized needs.
The key to innovation today is detecting the contextual diversity of needs across the world.
One caveat: Diverse and contextualized needs also need to be aligned with the high-level goals of human+planet health and survival.
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