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.
The Power of Proposition Innovation
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 […]
June 30, 2011
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New!
HBR Learning
Innovation and Creativity Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Innovation and Creativity. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Unlock your team's curiosity and willingness to take smart risks.