The key to meaningful habits
Habit-forming products
In his opening presentation, Nir Eyal outlined the conditions under which good habits can be influenced in consumers. Psychological discomfort can be the starting point for using appropriate triggers to steer people's behavior in a certain direction. In his latest book "Hooked: How to Build Habit-Forming Products", his approach is easy to follow. His description of the difference between physical and digital products was interesting. While physical products age and typically wear out, digital products are resistant to ageing and tend to get smarter and better with use. He described this using the example of a cameraman at a sporting event who will soon be replaced by a digital learning assistant.German professor Dr. Marion Weissenberger from the Fraunhofer Institute in Karlsruhe emphasized the importance of innovation in a systemic context in her remarks. When asked where she sees Switzerland in the innovation ranking, she confirmed the top marks in the area of innovation, but at the same time noted that Switzerland has massive potential to catch up in the area of digitalization.The Austrian Stefan Sagmeister - a graphic design provocateur - made an absolutely refreshing appearance. He said that beautiful and graceful things act as a shortcut for our brains and concluded that beauty in products sells better. Suppliers are far too much in love with the function of products and propagated that more attention should be paid to care and love for beauty in product development.
People with visions - not a case for the doctor
"If you have visions, you should see a doctor," German Chancellor Helmut Schmidt once said. The breakout session with Thomas Sigrist from the consulting firm Helbling focused on the topic of systematic product innovation. Sigrist was able to credibly demonstrate that visions create the necessary energy for innovation and at the same time set the direction, proposing the triumvirate "Desirable, Feasible, Viable" as a corridor of thought, i.e.: a new offer must be desirable, feasible and viable. attention was also paid to the buzzword "fail fast" in the sense of an important clarification. The costs of failure in the innovation process increase progressively along the time axis - so it is important to recognize early on when you are on the road to failure. "Fail fast" does not adequately describe this.
