Innovation Is Driven By Customer Insight Not Technology


It is easy to forget in this day and age that eureka moments come not from technology but from an insight into our fellow humans and their behaviour. Great brands, products and services prosper because someone set out to fill an unmet need better than anyone else.

The inventor of the famous Big Mac, Jim Delligatti, recently passed away and his story has some important lessons. First of all, Jim was a franchisee not an employee of McDonalds. He engaged with his customers every day. Secondly, he monitored his competition. He saw that double-deck hamburgers were being served by his competitors and popular with their customers.

As Jim told the Los Angeles Times in 1993 “This wasn’t like discovering the lightbulb…The bulb was already there. All I did was screw it in the socket.”

Common to many ideas, there was some resistance as the McDonald’s Head Office initially opposed the idea. However, they soon bought into the idea and created a memorable campaign jingle with DDB Worldwide “Two all-beef patties, special sauce, lettuce, cheese, pickles, onions – on a sesame seed bun”.

So as we remember Jim Delligati, The Big Mac Inventor, remember all of your employees and other stakeholders in your business -they may have just the insight that will transform your business.

 Read the full article here at The Wall Street Journal