BFM Business: enterprises must innovate by the usages

Nathalie Croisé focuses today on innovation by usage to create offers and business models that make sense. Innovation by technology and R & D was born in the 19th century. Innovation by the brand dates of the last 50 years. If they are both successful in improving an existing offer, these two methods are not enough anymore to open new and profitable business territories. “InProcess reverses steam and studies the behaviors” to innovate for large corporations, but also start-ups.

“Its method is simple: to observe at first the reality of things. It is the role of anthropologists. Secondly, we must design an experience, a usage” that will be the raw material to a new model.

Because we can not innovate anyhow anymore!

An article in French to read on BFM Business.