This new vehicle redefines what a pickup can and should be. How did Honda get there? By getting out and observing real people. Says Flint:
We didn't look at what people were buying. We listened to what they wanted... During the Ridgeline's development I spent an hour every Saturday morning at Home Depot with my tasty beverage, and I watched people load things in the parking lot.
When was the last time you got out of the office and just simply observed people going through the stuff of daily life? Out there lies the kind of inspiration that leads to game-changing innovation.