Battle-Test Your Innovation Strategy
Author: Marla M. Capozzi is the Senior Innovation Expert at McKinsey & Company and coauthor of a study called “Sparking Creativity in Teams, John Horn, Ari Kellen
You thought you did everything right. You gathered market research and consumer insights; brainstormed, prototyped, and testing a promising new idea. Afterwhich, you developed financial models and a marketing plan. You thought all of this would ensure a successful product launch. You forgot one factor, one very important factor-- the competition.
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