I read another LinkedIn post today from a prolific consultant where the first three words were “Companies need to…”. At its core is a recycled idea (stop benchmarking your competitors) laced with some spirited, low grade outrage.
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I caught up recently with a favorite client from a few years ago. It was sad, but not surprising, to learn that a big innovation project they launched with great expectations had been quietly shelved. Consumers just didn’t understand the value and they stayed away in droves.
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Everyone I meet that’s involved in product innovation today seems to have the same basic goal: to get really smart ideas to market faster.
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Vinko Bogataj doesn’t usually come to mind when savvy marketers think of influential business lessons. In fact, most of us don’t even know his name.
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