Back in 2018 I was presenting to the Chief Marketing Officer of Fujitsu on my human centered design innovation process. It worked great for digital products and MVPs but somehow it wasn’t landing. At about the halfway point of the presentation, the CMO asked a straightforward question. “How do I create the next iPhone?” I had no idea. What happened next was a series of questions that I believe led me to unearth at least a portion of Apple’s product innovation guidelines. If I’m right let me know, if I’m wrong, also let me know.
It all started with this:(more…)