The need to forgo customer input, so to speak, may be the most disheartening premise of a successful radical innovation journey. Granted, listening to the customer is the fundamental driver of short-term business performance. But doing so also narrows eyesight and leads to fatal inertia when markets or technologies shift. Today’s customer preferences have no inherent predictive value for tomorrow’s markets. Radical innovation asks for a level of risk acceptance that is foreign to companies hooked on innovation-on-customer-demand.
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