One of the most frequent questions I have been asked by clients throughout my years as a consultant is “where shall we go next?” Driven by a constant need to develop new products and services, companies become obsessed with finding out what customers want, and lost when it comes to tackling the process. Where does one start? Innovation is a risky journey. Both start-ups and established brands encounter a diversity of risks during the innovation path—technological, organizational or financial challenges can delay or halt progress to materialize good ideas. However, the biggest risk to be faced is market failure. Although one can never be fully certain about success, minimizing this one is key. For successful introduction of new products, services, or technology into the market, it is imperative that the offer meets the needs, tastes, and preferences of the potential customer. After all, innovation is about value creation. However, value is a highly subjective matter—one that hinges heavily on relevance. Beyond features and functional benefits, what does the overall offer mean to the customer? What significance and symbolic function does it have in their lives? The most desirable offers are those that fulfil people’s social and psychological needs and help them express who they are. And the more relevant and conducive of a person’s sense of identity, achievement, improvement or advantage, the greater value the customer will assign to it. These meanings are important “symbolic assets” to generate relevance and value, and therefore it is essential to be able to identify, manage, and use them strategically during the innovation process.