Emerging Tech

Want Breakthrough Innovation? Then Don't Listen To Your Customers

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Executive Summary

A lot has been written on customer-centric innovation and there is an arguable case for taking this approach. However, customer-centric innovation is fraught with risk if done poorly - such as asking your customers for ideas - and seldom actually leads to breakthrough innovation. I am not going to go into detail about customer-centric innovation here, but if you are interested in knowing more, the author recommends the paper, "Manage Customer-Centric Innovation Systematically" by Larry Selden and Ian C. MacMillan.

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