Once you have finished the interpretation and meaning stages of new product development you can then define a new vision for your product or product family. Truly human-centred innovators do not create marketing strategies in the traditional sense. Rather, the make proposals to their customers that define a vision for their product or services. This vision will help to facilitate understanding. Advertising at this point is not ideal as advertising is more effective with straightforward messages.
Design innovators use their interpreters who can explain the new meaning and champion the product in the wider market. Often Alessi will publish catalogues of prototypes to start a discourse long before a product arrives on the shelves. New food products can be introduced through fairs, farmers markets, social media and through food related print media. Once the product is championed by a trusted ambassador the public is more likely to follow. The champion may also be the person to make sense of the product, especially if it is disruptive to the market. The slow food movement is a prime example of a message being spread through interpreters. Small convivia of slow food champions have formed in many countries. Each group concentrates on improving the slow food experience in their local area, and even though they do not advertise the movement has gained a huge amount of respect for its work. There are a number of pop-up restaurants that operate in the same way. Rather than carrying out expensive marketing campaigns, Joe Macken (Jo Burger, Crackbird) has built up a strong customer base through print and social media, but at the back of this promotion there is a quality product at a reasonable price.