The biggest problem with the proliferation of data is the belief that more data leads to more informed decision making. Smart leaders know that too much data, or the wrong kind, leads to information overload and obscures the things that really matter. Curating the right data and using it to actively learn are the keys to getting the most out of your investment.

Organizations working to better understand their customers would do well to employ direct observation techniques. But how do these techniques actually work? Here are some guidelines for the novice practitioner.

How IBM, Hallmark, and Apple get innovation right—but not for the reasons you might think.

People in organizations with a widespread sense of empathy possess an intuitive vibe for what’s going on in the world that helps them to see new opportunities faster than their competitors.

Compare the Segway with disposable diapers and what do you see? The difference between mere invention and world-changing innovation.

Consider this article your first history lesson in ideation. To help you get started, we’ve tracked down some of the best thinkers and most creative companies of all time.