n The Dairy Mail - Innovate to survive - : processing

Volume 22, Issue 6
  • ISSN : 1561-4301


Marketers just love to use words such as "newly launched", "first of its kind" and "never before". While consumers usually notice when such lines are punted, innovation will only influence the bottom line when it has been well researched to meet very real consumer needs - or when you are indeed able to ignite a need that your consumers have not yet dreamed of. Henry Ford rightly said, "If I had asked my customers what they wanted, they would have said a faster horse."

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