Innovation must make customers feel the difference, to have a feeling. Many entrepreneurs use an innovation to impress their customers or to make an impact, but we don’t have to be Steve Jobs to be thinking about innovation.

Innovation brings something to people who didn’t think that they wanted or needed it. Engaging with the user, the audience, the market and make them all feel better, clever, wiser, safer, smarter, happier is the most rewarding (and hardest) part, but it should be what innovation aims at.

We get there only by taking on these two challenges: 1) accepting that nothing lasts forever. Be it the job, the role, the company, the market. 2) this very moment, “Now!” is the perfect time for starting to challenge the conventional wisdom, to figure out new and divergent ways to enchant people.