Traits used in tasting wine are incredibly similar to those employed in good design as well as innovation sessions. When you taste wine, you walk through a series of steps that will help you understand it's characteristics: the color, aroma, taste, tannins, alcohol level, balance, etc. Using similar steps and your five senses is essential in design and innovation as well.

With wine, the inspection starts with the eyes. The visual cues of color and density are solid clues into the nature of the wine and the alcohol level. After a solid look at the wine, we move to the aroma. Since most of taste is actually perceived through our sense of smell, getting preview of the wine through the nose is very important. Next you dive into the wine itself. Rolling the nectar across the pallet is when it all comes together. Wine is examined in the front, middle and end, each has a different experience.

The process just described involves several senses and a strong sense of examination. This process is repeated every time a bottle is opened, and often with every new glass. But, it's all just wine.

These same concepts are used in both innovation and design. We use all of our senses to examine the environment and come up with the perfect solution or idea. Seeking out several people or examples of the same process to better understand how each is similar and different is fundamental to a successful end. There is no substitute for first hand experience, touching, feeling, seeing, hearing, smelling and tasting those things that our customers interact with.

I wish every designer and innovator approached each project with the same passion that a wine enthusiast approaches a wine tasting.