“2. Innovation is both conceptual and perceptual. The second imperative of innovation is therefore to go out to look, to ask, to listen. This cannot be stressed too often. Successful innovators use both the right side and the left side of their brains. They look at figures, and they look at people. They work out analytically what the innovation has to be to satisfy an opportunity. And then they go out and look at the customers, the users, to see what their expectations, their values, their needs are. Receptivity can be perceived, as can values. One can perceive that this or that approach will not fit in with the expectations or the habits of the people who have to use it. And then one can ask: ‘What does this innovation have to reflect so that the people who have to use it will want to use it, and see in it their opportunity?’ Otherwise one runs the risk of having the right innovation in the wrong form”