New Product Innovation Strategy - Go Opposite by Woody Bendle

Woody Bendle introduces the Go Opposite strategy, a specific example of an innovation technique called Challenge Existing Conventions. This strategy seeks innovation opportunities by deliberately diverging from the herd and going after sacred cows. Bendle uses the example of running shoes to illustrate the trend of minimalism and how Hoka One One innovated by Going Opposite with maximal cushioning. Regardless of the market, it's important to understand the prevailing trend and consider exploring the opposite direction.