On the surface, we can agree that innovative design is a good thing. But innovation without a solid strategy behind it can lead to disaster. The Edsel was a good design at the wrong time, brought to market with a series of strategic blunders. New Coke was developed using fundamentally flawed market research. Sony's Betamax format failed to take into account basic consumer needs, instead developing a superior product that just did not sell.

The Opportunity Zone defines design goals by showing where consumer needs and gaps in the current market offering intersect, and enables our design team to focus their creativity on the most basic concept in economics: find a need and fill it.