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Innovation Spotlight – Challenging Assumptions

Innovation Spotlight – Challenging Assumptions

Our brains are programmed to build up data around a particular experience, category of products, place etc., so that when we come in touch with it again we already know what to expect.


The problem with this aspect of our brains is that it sometimes can prevent us from seeing things in a different way. So we have to force ourselves to challenge the assumptions our brains make about that experience.


We recently came across a ready to drink water in Chicago called ‘Water In A Box’. It challenged the simplest assumption of all – that ready to drink water had to come in a bottle. The company’s innovation speaks to an environmental issue surrounding the category and barriers to purchase – giving it a sizable leg up on the competition.


What assumptions about your category or brand can you challenge today?


The Telocity Team.