“
Once upon a time, taking photos using rolls of photographic film was the done thing, as were using keypads that took up 40 percent of the front of your mobile phone and having to return a rented DVD by 6 p.m. the following day. What’s meaningful today can become meaningless tomorrow, not because it no longer works but because what people believe and how they think, act and feel change. The context surrounding what works is in sync with the beliefs and behaviours of the people who support it. As businesspeople, innovators, artists and creators, we have two choices. We can simply keep giving customers what works today, or we can make it our business to understand where those people we serve want to go and take them there.
”
”