Point of view: Lean advertising?
James HurmanPreviously Unavailable
In 2011, the innovation world realised that the way we created new products was wrong. In his book The Lean Startup, Eric Ries exposed the risk of spending millions, pre-launch, creating a perfect product behind closed doors. This old approach, accepted as inevitable by every company in the world, produced a failure rate of 80% as most of those 'perfect' products flopped with real customers. Our cloistered R&D and processes failed so often because the actual market hardly ever responds the way we think it will.
A new way...