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If every effect of any new products or methods were required to be known before they could be produced and marketed, they would not be true innovations - and thus not represent new knowledge of what people would like, if offered.

Most brands want to see their products used in creative ways.

Often, the disconnect between the marketing hype around a new product and what the product actually does is astounding.

Consumers no longer want only a great product - they want to buy products from companies that align with their own character and values.

People buy products, and they want to understand what those things are and how they are applicable to their life.

Trust the young people; trust this generation's innovation. They're making things, changing innovation every day. And all the consumers are the same: they want new things, they want cheap things, they want good things, they want unique things. If we can create these kind of things for consumers, they will come.

We read advertisements... to discover and enlarge our desires. We are always ready - even eager - to discover, from the announcement of a new product, what we have all along wanted without really knowing it.

Consumer habits are key to understanding how to launch a product.

When you set out to create a new product, you usually do not start by trying to think of something completely new. You think of a product or concept that is already 'normal' to the world and then try to make it better. You make it Super Normal.

To bring out a new technology for consumers first, you just had a very long road to go down to try to find people who actually would pay money for something.