The inspiration of the first phase leads to the second phase:

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1. Clarify
This first phase is dedicated to data collection and customer observation and serves to outline the problem and formulate an initial idea on how to solve it. Rather than developing products based on rigid and exclusive hypotheses, Human-centered focuses on the exercise of empathy, which is essential to determine the critical points of the product used by customers. Transformative innovation, according to Srikant Datar, passes through the identification of latent pain points and not explicit ones (that users can describe and are aware of), that is, by highlighting those weak points that are not immediately evident but emerge only after much observation and listening, after having dug into the users' experience and experienced first-hand what they experience.

2. Ideate
Ideate. The goal here is to overcome cognitive fixity , the mentality by hong kong whatsapp resource which we tend to assume, consciously or unconsciously, that there is only one way to interpret or deal with a situation. We can break recurring and limiting thought patterns by applying different methodologies – such as Systematic Inventive Thinking (SIT) or brainstorming – that prevent us from remaining immobilized on a solution before it is tested, allow us to amplify creativity and develop innovative ideas ready to be translated into action.