This document discusses how engaging with extreme consumers can help drive innovation. It provides examples of how extreme demands from individual consumers transformed companies like Harley-Davidson and Top Shop. The document advocates finding extreme or unconventional users, called "muses," to help think laterally and create unexpected solutions that could change a business. Engaging with extreme consumers may be more valuable than typical average users when it comes to innovating new products and business models.
34. KATE MOSS IS A 37
YEAR OLD WHO
EARNS $9M A YEAR.
TOP SHOP’S CORE
TARGET AUDIENCE
IS A 17 YEAR OLD T
WITH A SATURDAY
JOB. SHE’S A
DIFFERENT KIND
OF USER. BECAUSE
SHE’S A MUSE.