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# Go where the action is
- URL: https://www.pesec.no/go-where-the-action-is/
- Published: 2024-04-01T07:00:00.000Z
- Updated: 2024-04-01T07:04:23.000Z
- Description: First-hand experience is priceless.
- Author: Bruno Pešec
- Tags: Innovation, Entrepreneurship, Strategy

Best ideas emerge at the points of friction, dissatisfaction, and frustration; not in a context-less vacuum of corporate ivory towers or neatly decorated meeting rooms. 

Innovation is about creating value for the customer through new products, services, or business models. Immerse yourself in the hands-on practice, whatever that might be for your business. Become intimate with your customers’ circumstances! 

That is critical to understanding what they truly value.