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Innovating without target group knowledge is pointless

Successful innovation does not start with the idea, but with understanding the right needs. This episode shows how a target group-centric approach, supported by Design Thinking and AI, helps to arrive faster at solutions that really work.

Why do so many innovations fail, even with good ideas? Vitas Kersbergen of Proposition Hero was our guest on this episode of the Future Proofcast. Podcast hosts Ruby & Eva spoke with Vitas about the real cause: a poorly understood target audience. We discussed the 5 steps of Design Thinking, the role of AI in innovation, and why your target audience is your most important compass.

For anyone working on innovation, wanting to be customer-focused, and wanting to quickly learn what works.

Listen or watch the Future Proofcast via

Do you also want a super-clear market strategy that is understood by your customer and helps them move forward?

It starts with the Proposition Hero COMPASS.

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