Linda empowers everyday businesses to discover and use the customer experience to confidently find ideas that will win the hearts and minds of their customers. She shares the research started at Intel and Harvard Business School in 2006, resulting in the world's largest known database of innovations and how the insights gained from this data has enabled some of the largest, most innovative, marketing leading companies, for more than a decade, exponentially improve historically low innovation outcomes. This same science is now available to everyday businesses, helping them to validate and find ideas, to take confident action in their efforts to remain relevant and competitive in a rapidly changing market. Hear the stories of everyday businesses overcoming the struggles of knowing where to start and what to do, how they are developing new products and services, transforming their business and disrupting their market with lower risk. Its so simple there is not one business, whether a start-up, SME or corporate, everyone can apply the knowledge immediately. How to recognise ideas that are likely to fail and how to adapt them to be winning ideas.