00:00 - Matt McCoy
Your six dot framework brings structure to innovation. Which of those six areas do you find companies consistently underestimate the most?

00:09 - Jason A. Williams
So over the last 20 years, I've had leadership roles in large consumer product companies and building community wide innovation ecosystems. So the six dot framework really helps companies uncover those actionable insights that drive smarter product decisions and faster launches.

So the first three, the category, competitor and consumer dots help us discover new problems. And the company, culture and community dots are where the rubber meets the road, helping turn those insights into growth.

And so the two areas that I consistently see companies underestimate the most are company and culture.

So for company, too many organizations just don't align their people and departments for that efficient growth. They just far too often misalign with what the company capabilities are and what the opportunities are in the market.

And then for culture, they simply just tap someone on the shoulder and say, you're responsible for this innovation thing now. They're just not creating that company wide culture, problem solving or equipping their people with the proper tools and continued learning to keep the company relevant in the future.

So really it's by integrating and aligning all six of those building blocks that organizations can create that robust innovation strategy to connect the dots and lead to successful products and sustain growth.