Why true innovation is about reinventing the ordinary

Monique Daranyi, April 03 2023

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When it comes to product innovation, especially in the homewares market, it’s not always the biggest ideas that have the biggest impact.  Sometimes the most impressive work is done by identifying those everyday problems that nobody has yet addressed.  


Tone co-founder Oscar Daws talks to DesignWanted about why it’s sometimes more about reinventing the ordinary than surprising the world with something entirely new, and explains how this approach was applied to the new Joseph Joseph  Flow™ Easy-fill Ice-cube Tray.


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