Awkward Reality #221

Comfort with ambiguity is an admirable trait for new-product innovators.

Some companies use the front end of innovation to validate hypotheses or make financial projections. Wrong approach. The front end is a time for learning what you didn’t know, not analysis. Successful teams usually pursue a market without a solution but with an open mind. Converge too soon, and you’ll often miss the best fodder for innovation.

More in e-book, Reinventing VOC for B2B