Business POV

Innovation happens not in one radical burst, but incrementally -- the result of deep insights into user experiences, says Conley, the executive director of Gravity Tank, a strategic design consulting firm staffed with anthropologists, quantative researchers, industrial designers and MBAs. Here he discusses the company's multidiciplinary creative process and how it approaches work for clients like Unilever and Goodyear. Coming Monday: a Gravity Tank case study on the Tul pen for OfficeMax.