Always loves categorizations of our history. Surfing the waves of Information Design.
“As practitioners, we must broaden our understanding of innovation from both business and user-experience perspectives. From a business perspective, we need to empathize with the impluse to reject the investment of resources innovation requires. Innovation is embraced only when the value gained is substantially greater than the investment costs: a marginal gain is rarely adequate. Our past practices have been confined almost exclusively to our existing, primary user market. It’s time to direct some of our attention to the fringe markets where disruptive technologies take hold.”