Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.
Martin LindstromI think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.
Martin LindstromThe consumer has become increasingly sophisticated in the way they obtain and digest information - of the simple reason that they've become comfortable about building and maintaining their own personal brands. This has thickened their "filter" and as a result made them become more critical towards advertising and communication.
Martin Lindstrom