Customer-led design is an accepted norm these days; a go-to approach for innovation teams. But there’s a fundamental flaw in customer-led design when you’re trying to take a real leap forward: customers can’t lead you there.

Keeping a focus on customers throughout the design process has long been the domain of the persona, but we rarely use them in favour of two more powerful and applicable tools; behavioural archetypes and behavioural modes.

Incremental innovation is everywhere, but the real step-change, breakthrough innovations are much harder to come by. There’s no fixed formula for success, but here are six key techniques that we use consistently to generate big ideas.

Our work here at WF has been based on the principles of service-led strategy for many years. We’ve written and spoken about it before but given how central it has become to our work, it’s long overdue a simple explanation and an overview of why it’s the only way to build modern businesses fit for the digital economy.

The last decade is littered with companies brought low by an unexpected disruption, but avoiding the same fate doesn’t require a crystal ball. A new perspective on what a healthy company looks like is the key to preventing calamity.

Genuinely innovative services inspire new behaviours in customers. The best way to conceive the kind of breakthrough ideas that make this possible is to free yourself from the past. In this article we discuss why current state analysis can stop you achieving a bold step forward.