To improve innovation success rates by creating a paradigm shift in current innovation practices

1. Becoming the eyes of the consumer over an extended period of time, instead of only the voice of the consumer at one point in time.

2. Letting consumers generate your opportunities from their actions, rather than force-fitting their ideas into your definitions.

3. Demonstrating needs and ideas to consumers, rather than discussing them.

4. Applying a more rigorous process in the front end, rather than accepting inefficiencies in the middle and back end.