Full Steam Ahead
This conclusion presents some closing thoughts on the concepts discussed in the preceding chapters of this book. The book explains Johan Buigholt experiences, one of the core team members in FORTH New Mobility Services. He did extensive desk research and had appointments with marketers from other branches. All these activities gave a whole new perspective on the market within which to operate and led to new insights and surprising and feasible forms of cooperation with other companies. The market experiences and customer frictions were used to gather inspiration for the 'business of tomorrow'. It might even be possible that they are useful for the 'business of today'. The different FORTH stages and integrated method can become part of the regular innovation practice of marketers and innovation specialists. Visions and strategies allow for dreams but customers bring one back to reality and give one a large portion of perspective and a rich insight.