In the past, companies used the Quality and Productivity Waves for competitive advantage. But today quality and efficiency improvements just let you “keep up.” In the Innovation Wave, winners will take advantage of their B2B customers’ knowledge, interest, objectivity, and foresight. They’ll use the science of B2B customer insight to understand customer needs at unprecedented levels, during the front-end-of-innovation. This will be the key to blockbuster new products, sustainable organic growth, and “catching the innovation wave.”
To understand how this science works at nine levels—and help your company lead in the Innovation Wave—download the white paper Catch the Innovation Wave.