Why am I suggesting in this series about five areas you can explore to uncover innovation opportunities that you bother asking about your customers needs or wants as a path to identifying these innovation opportunities?  Let’s face it, it has been shared often and in varying contexts that Steve Jobs famously said: ‘If you ask someone what they want, when they have no idea of new innovation, they will use their present paradigm as the benchmark. The result will be an adaptation of what already exists, rather than new concepts.’  …