Potential customers are those who have a need and can and will pay for a product or service.
An aspect of service design to determine the needs of the service's user base.
Customer Segmentation is the process of dividing buyers into distinct groups based on common characteristics to target them effectively.
Optimization of processes to reach a set goal or standard.
In his award winning book, Beyond the Obvious, McKinney dispels the myth that you have to be born with the gift of creativity and innovation.