Awkward Reality #42
Your R&D is probably the biggest resource sinkhole in the company.
Where else do you invest tens of millions of dollars in personnel, so that many can work diligently on answers to the wrong questions? If your firm is like most, one-half of your product development resources are working on projects that will be cancelled or fail to yield an adequate return. You can stop this innovation malpractice with the science of B2B customer insight.
More in white paper, Catch the Innovation Wave (page 5).