You Cannot Always Invent Your Way to Innovation
A sponge may clean better than all other sponges at absorbing liquids, but if to do so it has to smell like a wet troll, it is ultimately not going to be the sponge most effective at meeting customers needs (or likely to make repeat visits to their shopping baskets). Success becomes more difficult because customers don’t always surface their needs. Chances are your market research wouldn’t have surfaced their need for a sponge not to smell like a wet troll. But if succeeding becomes more difficult when success is not purely a technology challenge, then this is a good thing for the truly committed, because difficulty creates opportunity.
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