Category Archives: Innovation

Emerging Trends in Food Technology

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How Innovation is Transforming the Culinary Landscape

Emerging Trends in Food Technology

GUEST POST from Chateau G Pato

With the constant evolution of technology, the culinary landscape is witnessing a significant transformation. Advancements in food technology have not only revolutionized the way we prepare and consume food but have also opened doors to exciting new possibilities. From personalized nutrition to sustainable alternatives, these emerging trends are reshaping the food industry. In this thought leadership article, we will explore two compelling case studies that exemplify the transformative power of innovation in food technology.

Case Study 1: 3D Printing in Food

One of the most intriguing advancements in food technology is the application of 3D printing in culinary processes. 3D food printers have the capability to create intricate designs, personalized shapes, and textures, offering a new level of creativity and customization. A prominent case study in this field is that of Barcelona-based startup, Natural Machines. Their flagship product, Foodini, is a 3D food printer that aims to simplify meal preparation while promoting healthy eating.

With Foodini, users can create intricate dishes by layering ingredients precisely and shaping them according to their preferences. This not only enhances the presentation of the meal but also aids in portion control and nutrition monitoring. The technology enables individuals with dietary restrictions to enjoy visually appealing, customized meals, empowering them to explore various culinary possibilities.

Additionally, 3D food printing has the potential to tackle food waste by utilizing ingredients that would otherwise be discarded. By converting food scraps into edible creations, this innovative approach promotes sustainability and resource optimization.

Case Study 2: Plant-Based Alternatives

The rise of plant-based alternatives is another remarkable trend fueled by food technology innovation. Traditional animal agriculture poses significant environmental challenges, and the demand for sustainable, ethical alternatives has grown rapidly. Companies like Impossible Foods and Beyond Meat have revolutionized the food industry by developing plant-based meat substitutes that closely mimic the taste and texture of animal-derived products.

Through the application of advanced food science and biotechnology, these companies have created alternative proteins that are indistinguishable from animal meat to the average consumer. Not only do these plant-based alternatives provide a similar culinary experience, but they also significantly reduce environmental impact and resource consumption.

These innovations have disrupted the culinary landscape, transcending the perception that plant-based diets compromise taste or satisfaction. The success of these companies and the market response they have received demonstrates that consumers are increasingly open to embracing sustainable dietary choices.

Conclusion

Food technology is paving the way for exciting changes in the culinary landscape. The case studies of 3D food printing and plant-based alternatives clearly showcase how innovation can transform the way we prepare, consume, and think about food. With continued advancements in this field, we can expect to witness further groundbreaking developments that will reshape the food industry, promoting sustainability, health, and creativity. As individuals and businesses navigate the ever-evolving culinary landscape, it is crucial to remain at the forefront of emerging trends and embrace the transformative power of food technology.

Bottom line: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Pexels

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Design Thinking in the Workplace

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Creating a Culture of Innovation

Design Thinking in the Workplace

GUEST POST from Art Inteligencia

In today’s rapidly evolving business landscape, organizations are increasingly realizing the importance of fostering a culture of creativity and innovation. Design thinking, a problem-solving approach rooted in human-centered design, has emerged as a powerful tool for organizations seeking to create an environment conducive to innovation. By embracing design thinking, companies can transform their workplaces into hubs of creativity, unlock untapped potential, and stay ahead of the competition. In this article, we explore the concept of design thinking and delve into two case study examples that illustrate its impact on creating a culture of innovation in the workplace.

Case Study 1: Airbnb’s Reinvention of Customer Experience

Airbnb, the disruptive accommodation-sharing platform, understood the need to revamp their user experience to meet the evolving needs of their customers. By integrating design thinking into their organizational culture, Airbnb was able to create a culture of innovation that propelled them to new heights. The company embraced empathy as a core principle, encouraging employees to immerse themselves in the lives of their customers to gain a deep understanding of their pain points and desires.

Using design thinking methodologies, Airbnb redesigned its entire booking process to provide a more intuitive and seamless experience for their users. The company’s cross-functional teams used ideation sessions and rapid prototyping to test and refine their ideas, fostering an environment of collaboration and iteration. The result was not only a user-friendly and engaging platform but also a transformative cultural shift that made innovation a part of the company’s DNA.

Case Study 2: IBM’s Design Thinking Transformation

IBM, a technology giant with a long-standing legacy, recognized the need to reinvent itself to stay relevant in a fast-changing industry. The company embarked on a design thinking transformation by embedding design as a fundamental approach to problem-solving across its entire organization. IBM understood that design thinking would not only enhance their product development but also spark a cultural shift within their workforce, making them more agile and responsive to market needs.

IBM’s design thinking transformation focused on nurturing a diverse, collaborative, and empathetic workforce. Teams were trained on empathy-building techniques, actively involving end-users in the design process. Through ongoing collaboration and iteration, IBM successfully designed innovative products and experiences that addressed their customers’ emerging needs. The transformation empowered employees to think beyond technical solutions, fostering a culture where creativity and innovation thrived.

Key Learnings:

The case studies above offer valuable insights into how organizations can leverage design thinking to create a culture of innovation in the workplace. Some key learnings include:

1. Embracing empathy: By placing empathy at the core of their design thinking process, both Airbnb and IBM were able to gain a deep understanding of their customers’ needs, thus enabling them to design products and services that truly resonate.

2. Cross-functional collaboration: Integrating design thinking requires breaking down departmental silos and fostering cross-functional collaboration. Both companies emphasized the importance of diverse perspectives in problem-solving, ultimately resulting in breakthrough ideas.

3. Iterative prototyping: Rapid prototyping and iterative testing allow organizations to continuously refine and improve their offerings. Embracing a mindset of learning from failure encourages risk-taking and propels innovation forward.

Conclusion

Design thinking has proven to be a powerful tool in creating a culture of innovation in the workplace. By fostering empathy, encouraging collaboration, and embracing iterative prototyping, organizations like Airbnb and IBM have harnessed the potential of design thinking to transform their products, services, and organizational cultures. As companies strive to stay ahead of disruption and adapt to the ever-changing needs of their customers, integrating design thinking into their DNA can provide a competitive advantage and unlock new possibilities for innovation.

Bottom line: Futurists are not fortune tellers. They use a formal approach to achieve their outcomes, but a methodology and tools like those in FutureHacking™ can empower anyone to be their own futurist.

Image credit: Pexels

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Picking a Problem Worth Solving From a Sea of Problems

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Picking a Problem Worth Solving From a Sea of Problems

In the current environment, human-centric challenges abound, but you can’t focus on solving all of them. Many organizations complain not about having too few ideas, but about having TOO MANY IDEAS. Human-centered design principles can be incredibly helpful to assist with empathy, problem framing, problem re-framing, solutioning, prototyping, hypothesis testing, experimentation, and iteration. All of which can help you narrow down onto a few problems worth solving.

Preparing to Solve the Right Problem

I’d like to share with you here the recording of the keynote I delivered on 9 June 2020 at the virtual ISPIM Innovation Conference titled Picking a Problem Worth Solving From a Sea of Problems:

Because there are not a lot of great tools for Human-Centered Design (aka Design Thinking) I’ve been putting together some tools to make the approach a little more intuitive. I’ve either built, or am in the process of building tools for:

  1. Insight Generation (under construction)
  2. Science Fiction and Futurism (completed)
  3. Problem Finding Canvas (available)
  4. Problem Prioritization (completed)
  5. Problem Deep Dive (completed)

Some of my human-centered design approaches are covered in the virtual keynote video above, and below you’ll find a quick introduction to a simple but powerful tool I created for picking a search area and a challenge to design against:

Inexpensive Tool for Finding Problems Worth Solving

Problem Finding CanvasThe Problem Finding Canvas is intended to help you think deeply about the different areas to explore that you could address, the challenges that make up each of those areas to explore and the opportunities for innovation or improvement that exist in solving those challenges.

Key Focus Areas

The middle of the canvas is designed to help clients uncover more than just the obvious challenges, so be sure and dig deep into the details of the:

  • Users
  • Outcomes
  • Tools
  • Actions/Interactions

Desired Outcome

The Problem Finding Canvas should help you investigate a handful of areas to explore, choose the one most important to you, extract all of the potential challenges and opportunities and choose one to prioritize.

What’s Missing?

I’m in the middle of packaging together the other tools mentioned above into a suite of Human-Centered Design tools for your Design Thinking efforts and a broader Human-Centered Innovation Toolkit™.

What tools do you wish you had for doing design thinking?

What tools are missing from your innovation toolbox that you wish you had?

Please leave a reply in the comments and maybe I can build them for you!


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Creating an Innovation Strategy that Works for Your Organization

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Creating an Innovation Strategy that Works for Your Organization

GUEST POST from Art Inteligencia

In today’s fast-paced and ever-changing business landscape, organizations must continually innovate to stay competitive. However, developing a successful innovation strategy requires careful planning and execution. It involves more than just having a creative vision; it requires aligning innovation efforts with organizational goals and ensuring a conducive environment for fostering innovative ideas. In this article, we will explore two successful case studies that exemplify the effective implementation of innovation strategies.

Case Study 1: Google’s 20% Time

Google, one of the world’s most innovative companies, has a renowned innovation strategy known as “20% Time.” In this strategy, Google allows its employees to spend 20% of their work time on projects they are passionate about, even if these projects are not directly related to their job responsibilities. This initiative has given birth to some of Google’s most successful products, including Gmail and Google Maps.

The 20% Time strategy showcases how empowering employees to pursue their own ideas can lead to breakthrough innovations. It encourages a culture of experimentation and risk-taking, fostering an environment where innovation thrives. By enabling individuals to work on personal projects, Google taps into the collective intelligence of its employees and unlocks their creative potential. This strategy has not only yielded successful products but also boosted morale, engagement, and retention.

Key takeaways from Google’s 20% Time strategy include:

1. Encourage autonomy: Provide employees with the freedom to explore their own ideas within a specified time-frame. This autonomy fuels their motivation and allows them to contribute their unique perspectives.

2. Communicate purpose: Ensure employees understand the purpose behind the 20% Time initiative. By aligning personal interests with organizational goals, individuals are more likely to pursue projects that have meaningful impact.

Case Study 2: 3M’s Post-it Notes

3M, a multinational manufacturing company, is widely recognized for its culture of innovation. Its most famous innovation is the humble Post-it Note, which was created by accident. In the 1970s, 3M engineer Spencer Silver was attempting to develop a strong adhesive but ended up discovering a weak one instead. The company recognized the potential opportunities in this “failed” experiment and encouraged employees to find practical applications for this adhesive.

Art Fry, another 3M employee, envisioned a reusable bookmark that could stick to paper without damaging it. This led to the birth of Post-it Notes. 3M’s innovation strategy, which emphasizes serendipity and supporting employees’ lateral thinking, played a pivotal role in the creation of this iconic product.

Key takeaways from 3M’s approach to innovation include:

1. Embrace spontaneous ideas: Give employees the flexibility to experiment and pursue unconventional ideas. Sometimes, the least expected developments can lead to game-changing innovations.

2. Nurture a supportive culture: Create an organizational culture that values and rewards innovative ideas. When employees feel supported and encouraged, they are more likely to explore alternative solutions without fear of failure.

Conclusion

Creating an innovation strategy that works for your organization involves providing the right environment, empowering employees, and encouraging creativity. The case studies of Google’s 20% Time and 3M’s Post-it Notes demonstrate the power of these strategies in driving successful innovation. By fostering an innovation-focused culture and enabling individuals to pursue their ideas, organizations can unleash their full potential and stay ahead in today’s dynamic business landscape.

Bottom line: Futurists are not fortune tellers. They use a formal approach to achieve their outcomes, but a methodology and tools like those in FutureHacking™ can empower anyone to be their own futurist.

Image credit: Pixabay

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America Drops Out of the Ten Most Innovative Countries

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America Drops Out of Top 10 Most Innovative Countries

The latest Bloomberg Innovation Index is out (2021 edition), and South Korea has risen to first place, taking the title back from Germany, while the U.S. fell out of the Top 10 completely.

Seven of the top 10 places went to European countries while the USA and China slipped.

“Intensifying competition between the U.S. and China is reshaping the innovation landscape. For the U.S., fears about losing intellectual property to a geopolitical rival are undermining support for the open innovation system. For China, fear of being cut off from foreign technology is accelerating investment in R&D capacity at home.” — Bloomberg Chief Economist Tom Orlik

The rankings are based on dozens of criteria centered around seven metrics:

  • For patent activity
  • For research personnel concentration
  • For tertiary education
  • For technology company density
  • For productivity
  • For manufacturing value added
  • For research and development expenditures

Bloomberg Innovation Index 2021 Chart Part 1
Bloomberg Innovation Index 2021 Chart Part 2
Bloomberg Innovation Index 2021 Chart Part 3

The Bloomberg Innovation Index tries to measure and rank countries on the ability of their economies to innovate, which will be a key theme at the annual World Economic Forum in Davos, Switzerland taking place Jan. 26-29.

While spending on research and development continues to be important, shifts in productivity and education effectiveness (among other factors) will continue to encourage significant changes in the index from year to year.

“In the year of Covid and facing the urgency of climate change, the importance of innovation fundamentals only increases. Innovation is often measured by new ideas, new products and new services, but its their diffusion and adoption that is the real metric of success.” — Catherine Mann, Global Chief Economist at Citigroup Inc.

What do you think?

Does Bloomberg get it right or are there other innovation rankings or indexes that do a better job?

Which is more important to the relative innovativeness of a country, efforts by the government or by industry?

Which countries do the best job of achieving successful public/private partnerships to encourage innovation?

Click here to see the full 2021 Bloomberg Innovation Index rankings

 
Build a Common Language of Innovation

Image credits: Bloomberg

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Leveraging Technology for Disruptive Design

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Discussing the role of emerging technologies like AI, IoT, and blockchain in designing for disruption

Leveraging Technology for Disruptive Design

GUEST POST from Art Inteligencia

In today’s fast-paced and ever-changing world, disruptive design has become a key differentiator for businesses looking to stay ahead of the curve. With the rapid advancement of technologies such as artificial intelligence (AI), Internet of Things (IoT), and blockchain, designers now have more tools at their disposal than ever before to create innovative and groundbreaking solutions.

AI, in particular, has revolutionized the design process by enabling designers to analyze vast amounts of data and identify patterns that would have been impossible to detect just a few years ago. By leveraging AI-powered algorithms, designers can now predict trends, personalize products, and streamline the design process to deliver more meaningful and impactful experiences for users.

One such case study that exemplifies the power of AI in disruptive design is the fashion industry. By utilizing AI to analyze customer preferences and behavior, companies like Stitch Fix have been able to create personalized clothing recommendations that cater to individual styles and needs. This not only enhances the customer experience but also drives sales and customer loyalty.

Similarly, IoT has opened up new avenues for disruptive design by connecting physical devices and sensors to the internet, allowing for unprecedented levels of data collection and automation. For example, companies like Nest have revolutionized the home automation industry by creating smart thermostats that learn from user behavior and adjust to optimize energy efficiency. This not only saves money for consumers but also reduces carbon emissions and contributes to a more sustainable future.

Lastly, blockchain technology has the potential to disrupt traditional design practices by enabling secure and transparent transactions, streamlining processes, and enhancing collaboration between stakeholders. For instance, companies like Provenance are using blockchain to trace the origins of products and ensure ethical sourcing practices, providing consumers with greater transparency and trust in the products they purchase.

Conclusion

The role of emerging technologies like AI, IoT, and blockchain in disruptive design cannot be understated. By harnessing the power of these technologies, designers have the ability to create innovative solutions that challenge the status quo and drive positive change in the world. As we look towards the future, it is clear that the intersection of technology and design will continue to shape the way we live, work, and interact with the world around us.

Bottom line: Futures research is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futures research themselves.

Image credit: Pexels

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The Role of Emotions in Consumer Behavior

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Applying Insights for Innovation

The Role of Emotions in Consumer Behavior: Applying Insights for Innovation

GUEST POST from Art Inteligencia

In today’s fast-paced and competitive market, understanding the role of emotions in consumer behavior is crucial for companies looking to innovate and stay ahead of the curve. Emotions play a significant role in shaping consumer decision-making, influencing what products they buy and how they interact with brands. By tapping into these emotions, companies can create more meaningful and memorable experiences for their customers, leading to increased loyalty and brand advocacy.

Case Study 1: Apple

One company that has successfully leveraged the power of emotions in consumer behavior is Apple. With its sleek design, intuitive user interface, and powerful marketing campaigns, Apple has cultivated a strong emotional connection with its customers. By focusing on the emotional benefits of its products, such as creativity, self-expression, and simplicity, Apple has been able to position itself as a lifestyle brand that goes beyond just selling technology. This emotional appeal has helped Apple maintain a loyal customer base and drive sales year after year.

Case Study 2: Coca-Cola

Another example of a company that has used emotions to drive consumer behavior is Coca-Cola. Through its iconic advertising campaigns, Coca-Cola has been able to evoke feelings of happiness, nostalgia, and togetherness in consumers. By associating its brand with positive emotions, Coca-Cola has created a strong emotional bond with its customers, leading to increased sales and brand loyalty. In addition, Coca-Cola has been able to innovate by introducing new flavors and products that tap into different emotional needs, such as its Diet Coke line for health-conscious consumers.

Innovative companies are increasingly recognizing the importance of emotions in consumer behavior and are incorporating emotional insights into their product development and marketing strategies. By understanding the emotional drivers behind consumer behavior, companies can create products and experiences that resonate with their target audience on a deeper level. This emotional connection can lead to increased brand loyalty, customer satisfaction, and ultimately, business success.

Conclusion

The role of emotions in consumer behavior is a powerful force that companies can harness to drive innovation and growth. By understanding and tapping into the emotional needs and desires of their customers, companies can create products and experiences that truly resonate with their target audience. By applying insights from successful case studies like Apple and Coca-Cola, companies can pave the way for innovation and success in today’s competitive market.

Bottom line: Futures research is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futures research themselves.

Image credit: Pexels

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From Traditional to Innovative

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Transforming Established Organizations

From Traditional to Innovative: Transforming Established Organizations

GUEST POST from Art Inteligencia

In today’s rapidly changing business landscape, the ability to innovate is no longer just a nice-to-have for companies – it’s essential for survival. However, many established organizations find themselves stuck in a traditional mindset that stifles creativity and hinders progress. In order to thrive in the face of technological disruption and shifting consumer expectations, these companies must undergo a transformation that allows them to embrace innovation and drive meaningful change.

Case Study 1: General Electric

One such company that successfully made this transition is General Electric (GE). Once known for its bureaucratic structure and hierarchical decision-making processes, GE recognized the need to adapt to a more agile and innovative approach in order to stay competitive in the digital age. Under the leadership of CEO Jeff Immelt, GE began to prioritize innovation by investing in research and development, fostering a culture of collaboration and experimentation, and embracing new technologies such as the Internet of Things.

As a result of these efforts, GE was able to launch new products and services that captivated customers and drove revenue growth. For example, GE’s Predix platform, which uses data analytics to improve the performance of industrial equipment, has revolutionized the way companies manage their operations. By embracing a culture of innovation, GE was able to transform itself from a traditional conglomerate into a modern, forward-thinking organization that is leading the way in the digital industrial revolution.

Case Study 2: IBM

Another example of a company that successfully transitioned from a traditional mindset to an innovative culture is IBM. Once known for its focus on hardware and consulting services, IBM faced a decline in revenue as its legacy businesses became increasingly commoditized. In response, CEO Ginni Rometty implemented a strategy to pivot towards higher-growth areas such as cloud computing, artificial intelligence, and blockchain.

To foster a culture of innovation within IBM, Rometty encouraged employees to think creatively, take risks, and challenge the status quo. One initiative that emerged from this push for innovation was IBM Watson, a cognitive computing platform that has been used in industries ranging from healthcare to finance. By encouraging experimentation and embracing new technologies, IBM was able to reinvent itself and establish a leadership position in emerging markets.

Conclusion

The transformations of companies like GE and IBM serve as powerful examples of how established organizations can adapt to a rapidly changing business environment by fostering a culture of innovation. By investing in research and development, encouraging collaboration and experimentation, and embracing new technologies, these companies were able to reinvent themselves and drive growth in new markets. As other organizations face similar challenges, they can look to these case studies for inspiration and guidance on how to navigate the path from tradition to innovation.

Bottom line: Futures research is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futures research themselves.

Image credit: Pexels

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The One Movie All Electric Car Designers Should Watch

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Ford Mustang Electric Cobra

by Braden Kelley

In 2011 a Ron Howard comedy was released starring Kevin James, Vince Vaughn, Winona Ryder, Channing Tatum, Jennifer Connelly, and Queen Latifah. The film was called ‘The Dilemma’ and it was a very funny buddy comedy focused on commitment and marital infidelity. But today, we’re focused on one of the subplots that makes ‘The Dilemma’ a movie that every electric car designer should watch. The subplot highlighted a solution to the silent problem with electric vehicles and one of the barriers to widespread adoption.

Vince Vaughn and Kevin James’ characters are best friends and partners in a small auto design firm. The two have recently been given an opportunity to pitch an eco-friendly car to Dodge. One of the main features of this car is that it looks like a muscle car and it sounds like a muscle car, but it’s actually an electric car. Here is a video clip in German that I found on YouTube that shows their sound triumph:

Besides being like large golf carts, electric cars are also INCREDIBLY dangerous to pedestrians and cyclists at low speeds because they’re nearly silent. In addition to being dangerous, electric cars also sound boring.

Electric cars are so dangerous because of their silence, some governments are mandating that they make sounds at least while backing up – you know, those annoying beeping sounds.

Even the cool 1,500 horsepower equivalent electric Ford Mustang Cobra pictured above sounds really boring when it shoots off the line in its promo video going down the drag strip.

Designers, why can’t you implement more interesting, more exhilarating sounds like those in the video before we’re all forced to buy electric vehicles?

They could easily be designed to fade away as the vehicle reaches speeds of around 30 miles per hour and wind and road noise starts to become sufficient to give pedestrians and cyclists a fighting change.

What say you?

Image credit: Slashgear.com


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Integrating Design Thinking into the Innovation DNA of Organizations

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Integrating Design Thinking into the Innovation DNA of Organizations

GUEST POST from Chateau G Pato

In today’s fast-paced and competitive business landscape, organizations are constantly seeking ways to stay ahead of the curve and drive innovation. One powerful approach that has gained traction in recent years is design thinking. Originally popularized by design firm IDEO, design thinking is a human-centered approach to problem-solving that emphasizes empathy, ideation, prototyping, and testing.

While design thinking is often associated with the design industry, its principles can be applied across a wide range of industries and disciplines. When organizations integrate design thinking into their innovation processes, they can unlock new opportunities for creativity, collaboration, and customer-centricity.

Case Study 1: Airbnb

One of the most well-known examples of a company that has successfully integrated design thinking into its innovation DNA is Airbnb. Founded in 2008, Airbnb disrupted the hospitality industry by allowing individuals to rent out their homes to travelers. At the core of Airbnb’s success is its commitment to understanding and empathizing with the needs of its users.

By using design thinking principles, Airbnb was able to create a platform that not only meets the functional needs of travelers but also taps into the emotional aspects of travel, such as the desire for unique and authentic experiences. Through prototyping and testing, Airbnb continuously refines its user experience and stays ahead of the competition.

Case Study 2: IBM

Another organization that has embraced design thinking as a key driver of innovation is IBM. In 2012, IBM launched Design Thinking as part of its corporate strategy to foster a culture of innovation and collaboration. By equipping its employees with design thinking tools and methodologies, IBM has been able to transform its product development process and create user-centric solutions.

One of the most notable outcomes of IBM’s integration of design thinking is the development of Watson, its artificial intelligence platform. By applying design thinking principles, IBM was able to create a user-friendly interface for Watson that demystified artificial intelligence for a broader audience and enabled users to easily interact with the technology.

Conclusion

Integrating design thinking into the innovation DNA of organizations can lead to transformative and customer-centric outcomes. By putting empathy at the center of problem-solving, organizations can understand the needs and pain points of their users, leading to more innovative and successful solutions. As demonstrated by Airbnb and IBM, design thinking is not just a design tool – it is a mindset that can drive organizational success in today’s rapidly evolving business environment.

Bottom line: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Pixabay

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