Emerging Tech

Proliferation Is Not Innovation

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Executive Summary

Too many people confuse wasteful proliferation with innovation. Simply selling more varieties of the same product or service to more places, in more configurations adds complexity and many hidden costs. Frequently sales will barely budge, as the overall demand is subdivided among more and more choices. There are good ways to extend ideas by refining them and adding more innovation. Adding video to an Apple iPod is powerful innovation. Creating two-dozen varieties of Wheat Thins crackers is wasteful proliferation.

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