We believe that exponential innovation comes from understanding humans. Innovation that comes randomly (idea in a boardroom) or retroactively (fixing negative customer feedback) only leads to incremental change. Exponential innovation is rooted in deeply understanding people and has far-reaching benefits that spill into every aspect of a business. This is the most critical in the formative stages of a company, product, or idea — which is why we love working with startups! We believe in building something that is based off of user insights, and not the other way around.