70% of innovation projects fail not from lack of ideas, but from lack of methodology.

In this episode, I talk with Fernando Keresztes Bigato about data-driven innovation strategy and how to move from gut feeling to systematic value creation.

Fernando brings over 15 years of international innovation experience in medical technology, from Getinge to Henry Schein. As a seasoned innovation leader, he shares his battle-tested insights on what actually drives successful innovation.

In this episode you'll learn:

• Why "Fail Fast" often means failing expensively - and what to do instead
• How to understand customer needs better than customers understand themselves
• The difference between solving customer problems vs. asking for customer wishes
• Outcome Driven Innovation (ODI) & Kano Model: A powerful combination for validation
• Real case from surgical lighting: How competitors missed the actual job-to-be-done
• When to generate multiple ideas - and when one great solution is enough
• Why customer-centricity must live in processes, not on wall posters

Three central takeaways:

1. Understand the job-to-be-done - customers don't want faster horses, they want to get from A to B
2. Quantify needs before ideating - data-driven customer understanding beats brainstorming
3. Validate solutions systematically - confirm your assumptions before full development

Fernando demonstrates how moving from idea-driven to customer-outcome-driven innovation reduces risk, accelerates time-to-market, and increases the likelihood of creating solutions customers actually want to buy.

Perfect for innovation leaders ready to replace expensive trial-and-error with systematic methodology.