“If I had to tell someone in a bar what I do, I’d start by saying we call ourselves inventors, not innovators. And that’s because we imagine and create new stuff and bring it to the world.”

Emma Allen heads up European innovation at ?What If!, an innovation firm using a human-driven approach to co-create new products, services, business models and organisational cultures for large corporate clients, ranging from banks like Barclays and pharmaceutical giants like Pfizer to multinational brewer AB InBev and Ikea. 

https://sifted.eu/articles/human-journey-innovation