On developing understanding

Developing innovative ideas and initiatives is about developing understanding—through learning and first-hand experience—about what the intended recipients values, how can that value be created and delivered, and how can we recapture some of that value.

This understanding is iterative, like adding layers of a cake, or digging a grave. With each added layer we reach new understanding, which allows us to adjust in the moment. This in turn enables us to manage risk inherent to all innovative endeavors.