Breakthrough Insights: Expanding Categories, Exposing Needs [Archive.org URL]

When an idea takes off, its success, in hindsight, seems obvious. Why didn’t you think of salsa chips shaped like little scoops? Yet, too many attempts at innovation fail. Often, the problem is a backward-looking process. Companies invest too much in marginal improvements and too little for products consumers have never dreamed of. The authors present a rigorous, four-step approach that focuses on distilling a company’s institutionalized knowledge of consumer insight and bringing together focused teams to implement it.

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