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Will your innovation stand up to this 2-minute test?

In the last couple of years I’ve been repeatedly reminded of an essential, yet all too often overlooked, step in the innovation approach. This is my plea for you to blend commercialism with your creativity!

As a brand communication and innovation consultant working globally in the Food & Beverage sector I am privileged to see many innovation approaches. Naturally, there are a huge number of routes to new ideas and many contributing success factors.

But when I’m asked to consult on failed launches, to ‘pick up the pieces’ of a failed new product, I find there is usually 1 question I can ask to get to the root of the problem – and asking that 1 question is the missing step in too many innovation processes:

To read the full, original article click on this link: Front End of Innovation: The 2-minute Innovation Check Step