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(chipper music)

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- Now, let me ask you, are you a lead user?

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How could you become one?

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Do you know lead users?

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If not, how could you find them?

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Learn from them?

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Asking these questions

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will allow you to innovate for tomorrow

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to anticipate future markets.

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This is where the real opportunities are.

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Now, let's dissect this case study a bit further.

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What gave Julio the opportunity

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to experience a need for a better laryngoscope?

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There was a change in the context of use.

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Remember this concept, context of use.

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Julio went from doing intubations in ICUs

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to doing intubations in extreme conditions.

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The change in the context proved that existing laryngoscopes

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were insufficient for effective use outside of ICUs.

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And suddenly, there was a clear need for a better product.

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What does this mean for you?

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Whenever you change your context of use,

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you are likely to experience new, unexpected problems

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which lead to new, unexpected needs.

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This creates opportunities for innovation.

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Think about times in your life

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that you've changed a context of use.

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What precipitated the change?

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What did you experience in the process?

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Did you encounter new problems?

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Problems perhaps to which you didn't have

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available solutions?

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Did you have some interesting aha moments?

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Now, let's go back to Julio.

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Here's what's important to say.

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Julio didn't have business education or experience.

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He never built a company before.

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He wasn't sure if he could do it.

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But then he said something very powerful to me.

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He said, "you know, I realize this has to be done.

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This has to be done, and I must do it.

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No one else is doing it, so I must do it".

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That's a powerful moment,

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when you discover what your mission is.

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And it is my hope that in this course,

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you have that moment too.

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(bright music)