The Art of Innovation

New ideas come from seeing, smelling, hearing—being there.

When you’re off your own beaten path, however, you are more open to discovery: when you travel, especially overseas; when you rent an unfamiliar car; when you try a new sport or experience a new activity.

"Innovation begins with an eye."

Indeed, we believe it’s not even enough to ask people what they think about a product or idea.

Moggridge Associates in London

redesign a critical medical instrument used on heart patients during balloon angioplasty.

Seeing and hearing things with your own eyes and ears is a critical first step in im

Since that time, the firm has steadily grown and diversified, without ever seeing an unprofitable quarter.

ID Two in San Francisco, and Matrix in Palo Alto

We’re not big fans of focus groups. We don’t much care for traditional market research either. We go to the source. Not the "experts" inside a company, but the actual people who use the product or something similar to what we’re hoping to create.