A: It is mentioned in the case that the idea of Sony's new product "Walkman" was inspired by Akio Morita, while Akio Morita was inspired by the company. Generally speaking, creativity may come from the following groups: buyers, experts, wholesalers, retailers, competitors, enterprise marketers and decision makers at all levels. Enterprises should strive to find good ideas about products from the environment, such as finding bright spots from consumers' opinions on existing products, finding breakthroughs from experts' new scientific and technological achievements, and getting inspiration from competitors' products. Enterprises should try to encourage and stimulate internal and external personnel to generate and develop new ideas. Enterprises should not ignore the role of marketing personnel in this work, because they often deal with customers, understand their views on products, and often produce new ideas.