The answer lies in harnessing the positive tensions that naturally build when any existing social or cultural paradigm can be challenged by the introduction of innovative ideas, products, or services. Without a profound understanding of what people will be ready and willing to introduce into their lives, even brilliant products have regularly failed on markets not mature enough to digest their full potential. Harnessing these tensions is in itself an art that only a group of talented individuals have proven to be capable of mastering.
Fabio Sergio in The Myth of the Brand New Innovation Myth
Source: designmind.frogdesign.com
