In this age of consumer analytics and customer-centricity, most companies don’t develop products and services before talking to customers, identifying latent needs and wants, and studying behaviors. However, while coming to grips with myriad customer segments and mountains of data, executives may well have forgotten a way of developing new products and services that stood them in good stead for decades. An old-fashioned process, proposition innovation starts with companies — not consumers — and entails developing products and services that aren’t based on consumer feedback or profiles.