Almost every disruption starts at the perceived fringes of today's market.

Hollywood Joohn Tatum? He does at least 6,000 sit ups and 10,000 pushups a day!

If you invest the time to understand the customer better than they know themselves, if you know the things they want or need even if they can't articulate it, you can begin to develop a good sense as to where there really are unmet needs in the market.

Think about how you will start and where you will go. Get the head with logic and the heart with visuals or stories. And think about your core customer and all the other stakeholders as well.

Most startup companies have two people, and they figure out creative ways to swarm problems. They move faster and have more impact.

Everyone knows innovation involves developing unique understanding of a market, thinking expansively to develop a solution, and then finding a way to test rigorously and adapt quickly.

Companies get into grooves and they keep sharpening what they are doing, when in fact what they really need to do sometimes is to stop and do something completely differently.