In part 4 of our 4-part series on The Business of Education, we talk with Dr. CJ Meadows from the SP Jain School of Global Management, on Lateral Innovation – we explore Design Thinking and the huge potential for gamefying customers’ pain points to create simple, yet impactful innovations by identifying the critical difference between a solution, and a need – such as the Elmo Calls app – where creators wanted to make an app for kids, and quickly realised parents’ very real need to get young children to cooperate at bedtime; within a year, it became the most popular app for 0-5 year olds, having made over 20 million calls to kids, while winning over parents with an elegantly simple solution