Honda Provides Insights Into Innovation

I just read a fascinating article in Fortune Magazine called “Inside Honda’s brain” that discusses Honda’s R&D/innovation efforts. Here’s an excerpt:

Honda researchers were curious about how the human brain reacts to images. They found that people recognize faces, especially angry faces, more quickly than other images. Honda has incorporated this research into its motorcycle designs (like that of the DN-01). By designing the front of the bike to evoke the features of the human face, Honda believes that other drivers will recognize the presence of a motorcycle more quickly and therefore lead to greater traffic safety.

My take: This little snippet highlights three elements that can be very valuable in your innovation efforts:

  1. The research goes beyond traditional technical domains
  2. The insights build upon a deeper understanding of target users
  3. The design implementation has a clear purpose

The bottom line: How do your innovation efforts compare to this snapshot of Honda and to Apple’s design process I discussed in a previous post?

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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