Digital cameras, those consumer durables that let you record high-tech home movies onto PCs and CDs, could be the new business tool of product innovators. Why not make short trailers, cinema-style, as a 'visual prototype' in the preparatory phase of new products, services or enterprises? According to Tom Kelley of California-based design house, IDEO, 'trailers are a great way to capture the essence of a project', and to establish whether there is any interest before you forge ahead. In his book The Art of Innovation, Kelley advises designing a print ad to go with it. Together they focus you and your audience in a way 'no design or marketing plan ever could'. And you'll see two seductive savings: better use of your time and, if the low-cost trailer/ad campaign doesn't work in dreamland, you're saved from a high-cost flop in reality.
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