Actionable tips on Embedding and Scaling Customer Centric Innovation

From the science of behaviour design and consumer psychology to hands-on tips for conducting user interviews, we explore the tools and mindsets that help you design better experiences, for users and for yourself. If you're curious about how people think and how you can bring consumer behaviour into your product, team or business, you're in the right place.

Your Product Team Has Not Spoken to a Customer in Months. That Is Your Innovation Problem. — Embedding Innovation Series: Part 5

Gary van Broekhoven

You cannot innovate from inside the building. Learn why most customer research fails to change what gets built, and how to design a sustained, structured approach to customer and market insight.

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Your Innovation Budget Is Being Judged by Rules Designed to Kill It — Embedding Innovation Series: Part 2

Gary van Broekhoven

Innovation budgets get cut because they are judged by the same rules as operational spend. Learn how to structure innovation work, design appropriate stage gates, and introduce innovation accounting that fits the work.

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Why Your Innovation Strategy Exists on a Slide and Nowhere Else — Embedding Innovation Series: Part 1

Gary van Broekhoven

Most innovation strategies exist on a slide and nowhere else. Learn why leadership commitment, clear scope, and honest strategic intent are the non-negotiable starting point for embedding innovation in large organisations.

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The Not Invented Here Problem: Behavioural Design Around External Innovation

Gary van Broekhoven

Your team rejects external ideas automatically. It is not arrogance. It is a predictable behavioural pattern. Here is how to design around it.

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When Product Owners and leadership know it's time to change.

Gary van Broekhoven

Product teams stuck reopening decisions? Use this 10-point KTC diagnostic to spot decision loops, reduce rework, and make roadmap decisions stick.

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Understanding Your Customers Starts With Getting Them to Open Up

Molly Carol Redgrove

Most interviews fail because customers don't feel safe enough to open up. Learn how trust and psychological safety unlock game-changing insights.

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