The document discusses user-centered innovation and how involving users can catalyze creativity. It outlines objectives to define innovation in the context of business models and value generation. A workshop is proposed to introduce participatory methodologies focused on gathering qualitative user data and presenting case studies. Different methods for user involvement are listed, including surveys, focus groups, interviews, and prototyping. An activity is described where participants develop solutions to replace key items in a wallet. Case studies are presented on developing marketing plans for a new product in India using either a traditional or user-centered approach.