What companies and entrepreneurs sometimes forget is that the purpose of innovation is not simply to make new, improved products and services; it is to make things that are meaningful to the people who use them. The challenge for every company, entrepreneur, business owner and innovator is understanding which ideas will fly and why. The solution lies in following a principle that management consultant Peter Drucker spoke about decades ago: ‘the purpose of business is to create and keep a customer’. Drucker goes as far as to say that the customer is the ‘starting point’ of a business’s purpose.
