Annette MathersFifteen20, United Kingdom
In today's competitive markets, there is greater pressure than ever to come up with new product innovations and to get them on the shelves faster than the competition. Yet the hurdles marketers must go through to minimise risk have, if anything, increased.
This paper explores and reviews a new approach which can short-circuit innovation timetables, bringing together skills and techniques which break the mould. It demonstrates that necessity is the mother of invention. By accepting the hard business realities that face our clients, we can find powerful ways of working to produce...