Southeast Asia: See tomorrow, today - how to achieve breakthrough through co-creation and lean innovation
Tobias PuehseThe Nielsen Company
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Introduction
Stage gates have been a hallmark of innovation processes. Countless brand, R&D, finance, and insights leaders turn to their scorecards to get the "green light" to move their innovation from one stage to another. The pursuit of the best insight, followed by the most appealing concept, chased by the most engaging TV copy has created a highly sequential system with a single-dimension objective of the "best of all options" at...