To innovate a product, at MICAD we don't look at the product itself but at those who use it.

With the aim of making the right choice for the growth of their company, the management studies their products and their position on the market.

The innovators' dilemma is that often making the best choice is the same as making the worst choice.

Innovation means thinking about people, about their needs: innovation is made by man for man. As it happens in the life of every man, the path that leads a primordial idea to a real innovation must be tortuous, full of trials, attempts and failures.

Our approach is based on these principles as well as on the integrated collaboration, co-created shared value, cultivated innovation ecosystems and extraordinarily rapid adoption. Following these principles MICAD helps its customers to find disruptive innovations that demonstrate the ability to upset the rules of the game to arrive at successful products.

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