MANUAL CREATIVITY AND BUSINESS INNOVATION

MANUAL CREATIVIDAD, INNOVACIÓN Y EMPRENDIMIENTO

4.4. The 4 Lenses of Innovation.

It is a tool for finding insights. It proposes 4 lines of action: questioning paradigms, identifying trends, maximising the use of resources and identifying unmet needs. In this way, it covers a wide range of fronts: the history, the market, the company and the client; facilitating the identification of spaces or opportunities to propose innovations. It is used to find insights (not directly to generate ideas), by applying each lens. The company (by doing field work, not just desk work), can find spaces in which to propose innovations, both in the relationship with its customers and in the way it operates.

It arises from an alternative way of looking at things: an angle of vision that allows innovators to look through the familiar and find the unseen. Four essential perspectives - four "sensory lenses" - seem to dominate the stories of the most successful innovations, and often characterise the entrepreneurs or companies behind them.

1) The first lens is to "challenge orthodoxies": questioning the deep-rooted dogmas in business and industry about what is right and wrong.

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European Open Business School