"Strategic leaders look to growth audiences-underserved groups who are the fastest-growing demographics-as lead users. They are the "canaries in the coal mine" because they navigate the highest levels of systemic friction, making them the first to experience "average" design failures."
"Drawing from their lived experiences in underserved groups, these pioneers didn't just solve problems; they mastered environmental friction. Today, that friction also manifests in algorithms. Championing growth audiences as lead users means ensuring they are critical AI system "stress testers.""
"consumers are looking to brands for real solutions to real problems, not products that commodify culture."
Consumers reject performative corporate gestures like tokenistic Black History Month merchandise, instead valuing authentic solutions to real problems. Strategic leaders should view underserved, fastest-growing demographics as lead users who experience systemic friction first and can identify design failures before mainstream markets. Historical examples demonstrate this principle: Elijah McCoy's engine lubrication innovation, Jerry Lawson's video game cartridge revolutionizing gaming economics, and the Pittsburgh Freedom House Ambulance Service redefining emergency care. These pioneers transformed friction from their lived experiences into breakthrough innovations. Today, this approach extends to AI development, where growth audiences must serve as critical stress testers to prevent algorithmic bias and ensure equitable system design across data, development, and deployment.
#inclusive-innovation #lead-users-and-growth-audiences #ai-bias-and-equity #systemic-design-friction #authentic-brand-strategy
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