Think about the last kitchen gadget that seemed to appear everywhere at once.
The air fryer. The bladeless hair dryer. The indoor grill. The bagless vacuum that actually holds a charge. The flask that keeps ice frozen for two days.
A remarkable number of those came from one company, and most people could not name it.
Gif by NinjaKitchen on Giphy
Which is strange, because it releases dozens of new products a year, across categories that have nothing to do with each other, and a surprising share of them work.
Most companies cannot do that. Most companies launch one product, hope, and fail.
So how does one company keep finding things people want before those people know they want them?
The answer is not creativity. It is a process, and it is genuinely interesting. Come see.