He eschews some of the popular innovation methods espoused in how-to books. But not everyone can afford Zeisler's service. And he can't be with all clients all the time. Which is why he produced the interactive software. This is almost as good as me being here.
Initial phases focus on organizing the user's thoughts and establishing goals.
Sometimes the real goal is hidden under a smokescreen, Zeisler says. Consider new product development. So the team convenes to start a new product from scratch. But it's not the product that is at fault. It's the demographics.