This number twelve of a series of weekly posts where I will answer a few common questions about innovation. Please feel free to add your own response. Also, if you have any questions you think we should discuss, let me know.

This is one of those not so obvious questions.

First of all, if you are doing trendspotting because you want to stay ahead of competitors, you have it all wrong. This is a reactive response. Sure, if you do it right (and most of the time you won’t be right), you’ll stay ahead of competitors. But that shouldn’t be your main motivation.…