Innovating today: why we need method, experimentation, and a human-centered approach

Today, the concept of innovation is often surrounded by hype and unrealistic expectations. Every day new tools emerge - especially those powered by artificial intelligence - presented as the ultimate breakthrough capable of solving any problem. But the speed at which these technologies evolve makes it difficult for organizations to adopt them in a truly effective way.

In such a complex landscape, innovating does not mean chasing novelty at all costs. It means building solid foundations, clear processes, and a culture that enables teams to evolve continuously and sustainably.

Innovation as a method: the foundation for solutions that last

In the consulting world, innovation doesn’t necessarily coincide with using the latest available technology. It’s mostly about how you work.

To deliver real value to clients, continuous methodological evolution is essential: reliable processes, modern tools, and approaches that enable companies to adopt advanced solutions quickly and effectively.

This is the direction 20tab has been investing in for years: from being a technology - focused software house, we immediately felt the need to adopt a lean and agile mindset, and later a product-oriented one, without ever forgetting cutting-edge technologies, of course.

For us, innovating means helping others innovate, providing the foundations to make better decisions and build products that truly scale.

Experimentation: the engine of continuous improvement

Experimentation is a central part of the 20tab approach. Not a ritual, nor a creative exercise for its own sake, but a way of making decisions based on data, observation, and continuous learning cycles.

The principle is simple: you only learn through experience, but more importantly, you improve through practice and ongoing experimentation.

However, experimentation doesn’t mean moving blindly. It also means knowing when to experiment and when not to. For example, when the scope is clear, we can start “doing”, iterating and getting closer to the best solution in a potentially infinite learning loop. Conversely, when the problem is still unclear and needs to be understood, research and experimentation become the most effective tools to reach the right solution.

This mindset allows 20tab to support clients not only in product development but also in understanding problems and validating the directions to take.

People at the center: innovating to do better, not just more

In today’s AI debate, the focus often falls on increasing performance and productivity. This approach risks turning technology into a workload accelerator rather than a value creator.

Innovation, instead, should have a much deeper purpose: improving people’s quality of life.

The goal is not to do more in less time, but to use technology to shift human focus toward strategic, creative, high-impact activities. In this vision, technology becomes a tool to amplify human capabilities—not to crush them under new performance expectations.

For us, innovating means building tools and processes that simplify, clarify, and enable companies to evolve with awareness.

Leading change: innovation as a responsibility toward the future

Innovating is not about chasing the latest trend: it’s about interpreting it, filtering it, understanding its real value, and integrating it, when necessary, into a system that works.

Real and sustainable innovation is born from a solid method, conscious experimentation, and a view of technology as something that serves people.

This is the kind of innovation 20tab promotes: change that starts from the way we think, observe, and build. A change that guides the future without losing sight of what truly matters.