DRUCKER
Innovation is the tool of entrepreneurship, both demand creativity
MIHALY
Creativity is the ability to make or otherwise bring into existence something new.
"it's the act of seeing thing everyone else sees while making connections no one else has made"
KOTLER
marketing man
THEORY OF EVOLUTION
- safety
- social > social strata > heirarchy
- status > biggest horns > wealth > education
- spiritual
Maslows heirarchy of need
Physiological > safety > love/belonging > esteem > self-actualisation
DESIGN IS APPLIED PSYCHOLOGY
Ted.com
Greatest human need = greatest market potential
Reduced human need = lower market potential
OVERALL AIM
SPECIFIC AIMS > outcomes
OBJECTIVES > outputs
how you're going to achieve
BBC mission statement
Ben & Jerry's mission statement
LCA mission statement
How people spend money
The value proposition.
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