To innovate, less is more

The typical model for innovation is that a company will launch many products in the hope that some of them will stick and become a success.

To innovate, less is more

Phil SutcliffeTNS UK

Rather than launching a constant stream of new products, companies should focus their NPD on fewer, but better chosen and supported innovations, to meet customer needs and secure revenue growth.

When it comes to innovation, such a vital ingredient of business growth, less really can be more. The typical model for innovation is that a company stacks its innovation pipeline full of ideas, launching lots of new products in the hope that some will be winners. Our experience with clients has shown the key to successful innovation is to identify and...

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