Developing a successful product is all about solving the problems that face your target customers. Innovation consultancy Continuum has been able to do that on multiple occasions, first with the development of the Reebok Pump and later with the creation of the Swiffer cleaning tool. The company has used a process known as "phase zero" that involves "stepping back from what we were asked to design and understanding really what the context was of the product we were asked to innovate," according to Continuum founder Gianfranco Zaccai.

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