The publication describes how, over ten years, we have refined our knowledge from creating Volvo's YCC concept car, often called the girl car, to become a method used for business development in many other industries. We call the method LASS, which involves focusing on new customer groups where purchasing power is growing and including them in product development, marketing and sales. The book mentions a number of examples that we have worked with, including the idea boat All Aboard, interior solutions for a city bus on behalf of Volvo Buses, IHM Business School and the future development of Stenungsund's marina and guest harbor. The LASS method is also the basis for creating a national index where companies and authorities can measure how inclusive their products/services are from a customer/user perspective. The project to create a LASS index is funded by the Swedish Agency for Innovation VINNOVA. We also talk about how we created a unique conference where product development/innovation, marketing, sales & service and research are intertwined and the positive results this gives.