Tag Archives: innovating

New Rules of the Game for Successful Innovation

customer experience innovationA new understanding of innovation success factors is making traditional logic obsolete. Successful innovation has less to do with the best investment, technology, research and designers, according to Booz Allen Hamilton: “Unless their R&D efforts are driven by a thorough understanding of what their customers want, their performance may well fall short — at least compared to that of their more customer-driven competitors.”1

A thorough understanding of what customers want is based on desired outcomes rather than features and reactions to concepts and prototypes. From the customer’s viewpoint, the solution that your firm sells is a means-to-an-end. It’s simply a tool meant to Continue reading