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Unbridled proliferation in the hopes of "Hitting it right" can lead companies into the trap of having too much complexity, which consumes existing resources and ultimately harms returns. Much complexity - seen or unseen - is the result of going too far with what companies misread as innovation. But discovering what customers need isn't always easy, and this is exacerbated by the fact that many companies often go down the wrong innovation path due to internal biases.
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