Hajj Flemings: What Is Human Brand Design?

Do truly original ideas exist in the world of business? I am not so sure the next mobile app, restaurant, or service is providing a really unique experience in the marketplace that doesn’t already exist, especially with everyone proclaiming that their idea is the Uber of ‘X.’ In his classic book The Innovator’s Dilemma, Clayton M. Christensen notes that sustainable innovation focuses on incremental improvement, while disruptive innovation focuses on meeting unmet needs by identifying niche opportunities. Most organizations and business owners strive to keep their customers happy by tweaking what already exists.

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