If you’re looking to create innovation, it is your job to envision who you want your customers to become, and then find a way to effect that change. If you want to create innovation, it is your job to be more than a glorified chop shop, hacking together solutions. You have to become a powerhouse of customer transformation.
But innovative companies aren’t built like that. Innovative companies aren’t built to fix things, they’re built to transform the people who initially wanted the fix into people who don’t even remember why they wanted it in the first place.
A successful entrepreneur doesn’t build a product to fill a hole, she envisions a transformation that can take place, and works to turn her customers into entirely new people, and entirely new companies, with new ways of working and living and being entertained.