Striving For A Customer Focused Approach To Innovation 3 Of 3
In the first two parts of this series the author looked at the current innovation paradigm. That paradigm consists mostly of two primary approaches being an incremental one that looks more like continuous improvement and a free for all that is more like chaos. They also looked at a possible approach to innovation by leveraging existing marketing infrastructure to produce a future state narrative. That narrative acts as a future state blueprint for product or service development to move toward.