Most of us believe we know what purpose our products serve. We assume we understand our customers – what they want, and how and where they want it. The amount of customer data at our fingertips is unprecedented, and yet, we’re not getting any better at innovating…
American Girl doesn’t just sell dolls; it sells stories steeped in periods and places in U.S. history. With its Reese’s Minis, Hershey’s isn’t only marketing candy; it’s selling an easy…
Last year, companies collectively spent $680 billion gambling on R&D. And for the most part, their bets haven’t paid off. It doesn’t have to be this way, according to Clay…
You’re on a mission to know more about your customers. Stop. The extraordinary variety and volume of data you’re collecting at unprecedented speed and analyzing in sophisticated ways while hoping it leads to successful innovation isn’t working…
Most of us believe we know what purpose our products serve. We assume we understand, we really know, our customers – what they want, and how and where they want…
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