Innovation is about breaking through patterns and discovering new combinations. To be able to innovate means to be able to learn from others. For this reason it is important not to keep on looking for inspiration from behind the desk, but to go and search for inspiration and new insights elsewhere. This is easier said than done. A marketer used to have great difficulty in going out. He used to promise myself endlessly that would go to the customers, to observe and to learn in order to touch the right nerve. The research showed that more can be generated when the focus is not on health, as health usually has negative associations such as 'have to' and 'illness'. Women saw health more as a basic condition, almost a necessary evil, to be able to do and maintain things. The most important aspect was not to mention the word 'health' during the research.