Get out of the boardroom

The next breakthrough probably isn’t sitting in a boardroom.
It’s in someone’s kitchen.
On their commute.
In a supermarket aisle.
In the moments where people actually interact with products and services.
One of the recurring themes from our Innovation in 2026 Breakfast Panel was the importance of getting out into the real world.
Because while data can tell you what’s happening, observation often reveals why.
The most successful innovators don’t just analyse consumers. They spend time with them.