Translation Results Requested Through Conyac Made Public

No matter whether you’re thinking about customer service, advertising, developer relations, public relations, creating a website or app, selling to other businesses, or anything else — at the end of the day, you need to craft an understanding, something that X promises it can do for you. “It’s about having empathy,” Solis explained. “Innovation begins at empathy.” In other words, see what your customers see through their eyes. Here’s the kicker: innovation does not mean iteration. Solis illustrates the difference best by showcasing the evolution of the television remote control. It’s one thing to add multiple buttons and change the shape of the remote — that’s iteration. But innovation is when you change the whole television control by incorporating it into the smartphone.

To prove that he practices what he preaches, Solis worked with the design firm Mekanism to create a different kind of book. Instead of the standard format, X was made like a coffee table book and designed to be read as you would a magazine on a tablet device. What Solis wanted to do was challenge the status quo and re-architect the experience for today’s consumer.