A good friend Doni asked my opinion on how to approach being innovative. I asked the question why does every website needs to start big and not simple? Well I think a good quote could be handy here.
"The become and remain first you must have your next idea ready."
Rosabeth Moss Kanter
And that is the big problem today, most websites only start with one good idea to start their website from. You should realise one good idea is not enough, strategic thinking is a "must" for the future. Failing quickly, instead of improving slowly.
Being innovative and thinking rational isn't simple, you should first be innovative as person, its more a process of thought then something you can boil down in a method. Don't set standards but listen to your audience not only in interviews and survays but trough conversations and by listening to what they acctually say. It is very hard to stay simple and I think sites such as Amazon.com are going to have a lot of problems with this.
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