INSIGHT
Ideas, insights and perspectives on what’s happening tomorrow.
Explore cultural shifts, emerging behaviours and strategic opportunities across global industries and markets.
Before You Design the Product, Redesign the Question
Strategic design begins before the solution. Drawing on Hugo Eccles’ XP Zero motorcycle, this article explores how reframing the question, understanding the wider occasion and using deliberate constraints can challenge category assumptions, resist feature creep and unlock more distinctive innovation opportunities.