This recession could well be the ideal time for experimenting - perhaps to target new consumer needs. Stricter spending drives people to be more innovative and limited resources are just another hurdle.
For companies, this means more reasons to identify small changes to products or services. For consumers, this means a greater willingness to embrace solutions that might have seemed unfamiliar or inconvenient in the past.
A great example comes from James Moed, Stragegist from IDEO London, who once said: "Internet telephony services like Skype still seem alien to many people, but it's products like this that give great value, which may be some of the biggest winners if the downturn takes hold."
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