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Purpose
What is required to deliver innovation that meets evolving customer needs is a process of learning from the future.
Design/methodology/approach
The major financial gains in the digital economy usually flow from generating innovations that create entirely new markets by turning non-customers into customers.
Findings
Amazon has developed a highly productive value-creation approach called the PR/FAQ process. It starts by imagining the customer’s needs in the future and then describing in detail the offering that would meet those needs.
Practical/implications
To get more consistent success in generating market-creating innovations, explicit attention to non-users is needed.
Originality/value
Exponential advances in digital technologies, and the interactions between them, are expanding the possibilities for market-creating innovation.